ANALISIS PENGARUH PROMOSI TERHADAP LOYALITAS KONSUMEN DI SUIS BUTCHER STEAK HOUSE SETIABUDHI BANDUNG

• Main Author: Ghaisani, Revi Pilanti (Author)
• Format: Book
• Published: 2016-06-28.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/28129/1/S_MIK_1200754_Title.pdf; http://repository.upi.edu/28129/2/S_MIK_1200754_Abstract.pdf; http://repository.upi.edu/28129/3/S_MIK_1200754_Table_of_content.pdf; http://repository.upi.edu/28129/4/S_MIK_1200754_Chapter1.pdf; http://repository.upi.edu/28129/5/S_MIK_1200754_Chapter2.pdf; http://repository.upi.edu/28129/6/S_MIK_1200754_Chapter3.pdf; http://repository.upi.edu/28129/7/S_MIK_1200754_Chapter4.pdf; http://repository.upi.edu/28129/8/S_MIK_1200754_Chapter5.pdf; http://repository.upi.edu/28129/9/S_MIK_1200754_Bibliography.pdf; http://repository.upi.edu/28129/10/S_MIK_1200754_Appendix.pdf
• Keywords: HC Economic History and Conditions; HD28 Management. Industrial Management

Permasalahan yang diteliti dalam penelitian ini adalah pengaruh promosi yang ada di Suis Butcher Steak House Setiabudhi Bandung. Penelitian ini dilakukan berdasarkan karena promosi yang dilakukan baru berjalan sekitar 2 tahun dikarenakan banyaknya muncul pesaing Steak House di Kota Bandung. Penelitian ini bertujuan untuk mengetahui bauran promosi berpengaruh terhadap loyalitas konsumen. Metode yang dilakukan dalam penelitian ini adalah metode kuantitatif dengan jenis penelitian deskriptif dengan teknik pengumpulan data studi lapangan (observasi, wawancara, kuesioner) dan studi pustaka. Kuesioner disebar kepada 100 responden. Teknik analisis data yang dilakukan adalah dengan uji validitas, reliabilitas, dan regresi linear berganda terhadap pernyataan kuesioner yang diajukan. Hasil analisis menunjukkan bahwa pengaruh promosi terhadap loyalitas konsumen di Suis Butcher Steak House Setiabudhi Bandung sebesar 84,5%, sedangkan sisanya sebesar 15,5% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Bauran promosi yang paling dominan berpengaruh terhadap loyalitas konsumen adalah sales promotion dengan nilai 2,074 > 1,984 dan word of mouth dengan nilai 4,275 > 1,984.;---This problem of this research is influence of promotion at Suis Butcher Steak House Setiabudhi Bandung. This research is done by promotion that is done whose just be going in two years due to so many competitor Steak House who comes in Bandung. The purpose of this research is to know what is the infulence of promotion program to the loyalty of consumer. Method that used in this research is quantitative method with descriptive method and technique of aggregate data is used field study (observation, interview, assessment) and book study. The assessment is spreaded by 100 respondent of consumer. Technique of analysis data is used validitas test, reliabilitas test and double regression linear concerning the assessment that had spreaded. The result of this research is showed the influence of promotion program to the loyalty consumer at Suis Butcher Steak House Setiabudhi Bandung with the score 84,5%, and 15,5% is explained with other variable in this research. Promotion program whose is dominant that had big influence to loyalty of consumer is sales promotion with the score is 2,074 > 1,984 and word of mouth dwith score is 4,275 > 1,984.