PENGARUH DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA RUMAH MAKAN MIE REMAN

• Main Author: Putri, Fauziah Eka (Author)
• Format: Book
• Published: 2014-10-29.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/15354/7/S_MIK_1000218_Title.pdf; http://repository.upi.edu/15354/8/S_MIK_1000218_Abstract.pdf; http://repository.upi.edu/15354/6/S_MIK_1000218_Table_of_content.pdf; http://repository.upi.edu/15354/1/S_MIK_1000218_Chapter1.pdf; http://repository.upi.edu/15354/1/S_MIK_1000218_Chapter2.pdf; http://repository.upi.edu/15354/2/S_MIK_1000218_Chapter3.pdf; http://repository.upi.edu/15354/5/S_MIK_1000218_Chapter4.pdf; http://repository.upi.edu/15354/5/S_MIK_1000218_Chapter5.pdf; http://repository.upi.edu/15354/3/S_MIK_1000218_BIbliography.pdf; http://repository.upi.edu/15354/4/S_MIK_1000218_Appendix.pdf
• Keywords: GV Recreation Leisure

Pertumbuhanindustrikuliner di Indonesia khususnya Kota Bandung sangatberkembangpesat.Akhir-akhirinisalahsatujenismakananjepangyaituramen cukupdiminatiolehmasyarakat, olehkarenaitubanyakmunculnyarestoranmaupunkedai yang menjualramen.Salah satunyaRumahMakan Mie Reman, perlumelakukanstrategidiferensiasiproduk agar dapatbersaingdengankompetitor. Tujuandaripenelitianiniadalahuntukmengetahuigambarandiferensiasiproduk, keputusanpembeliandanpengaruhdiferensiasiprodukterhadapkeputusanpembelianpadaRumahMakan Mie Reman.Metodepenelitian yang digunakanadalahdeskriptifdanverifikatif.Objek yang ditelitiadalahkonsumenRumahMakan Mie Remandanjumlahsampelpadapenelitianinisebanyak 100 orang dengantekniksampelyaitusimple random sampling.Teknikanalisis data yang digunakandalampenelitianiniyaituregresi linier sederhana. Berdasarkanhasilpenelitianmenunjukanbahwadiferensiasiprodukmempunyaipengaruhpositifdansignifikanterhadapkeputusanpembelian.Makadariitustrategidiferensiasiprodukharustetapdipertahankansertaditingkatkan agar tetapmenarikminatpembeliankonsumen. The growth of the culinary industry in Indonesia especially in Bandung is growing rapidly. Lately one type of japanese food is ramen quite enthused by community, therefore many emergence of restaurants and shops than sell ramens. One of them RumahMakan Mie Reman, need to do a product differentiation strategy in order to compete with competitors. The purpose of this research is to describe the product differentiation, purchasing decisions and product differentiation influence of purchasing decision at RumahMakan Mie Reman. The research method used is descriptive and verification. The object under research is consumer of RumahMakan Mie Reman and sample as many as 100 people with the sampling technique is simple random sampling.The data analysis techniques used in this research is a simple linear regression. Based on the results of the research showed that product differentiation has a positive and significant impact on purchasing decisions. Therefore the product differentiation strategy should be maintained and enhanced in order to remain attractive consumer purchases.