HUBUNGAN ANTARA TIPE KEPRIBADIAN BIG FIVE DENGAN LOYALITAS KONSUMEN BAKSO DI KOTA BANDUNG

• Main Author: Vinska, Apriliawati (Author)
• Format: Book
• Published: 2018-04-11.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Penelitian ini bertujuan untuk mengetahui hubungan antara tipe kepribadian big five dengan loyalitas konsumen bakso di kota Bandung. Metode penelitian yang digunakan yaitu metode penelitian kuantitatif. Desain penelitian yang digunakan adalah desain penelitian korelasional dengan teknik analisis pearson product moment. Sampel dalam penelitian ini berjumlah 318 orang. Pengambilan sampel dilakukan dengan teknik simple random sampling. Data diperoleh melalui kuesioner Big Five Inventory (BFI) yang dikembangkan oleh John, Nauman & Soto (2008) dan diadaptasi oleh Reza, A. (2015), sedangkan untuk kuesioner Loyalitas Konsumen dikembangkan oleh peneliti (2017) berdasarkan teori loyalitas Griffin (dalam Foster, 2008). Hasil penelitian menunjukkan bahwa tipe kepribadian openness (0.586), conscientiousness (564), extraversion (416), agreeableness (444) dan neuroticism (689) berkorelasi dengan loyalitas konsumen bakso di kota Bandung. Penelitian ini merekomendasikan kepada pihak pengusaha bakso untuk melakukan strategi-strategi bisnis yang bertujuan untuk meningkatkan loyalitas para konsumennya berdasarkan pada karakteristik dari masing-masing tipe kepribadian konsumen.;---This study aims to determine the relationship between the big five personality and consumer loyalty of Bakso in Bandung. The research method used is quantitative research method. The research design used is correlational research design with pearson product moment technique. The determination of subject (N=318) in this research used simple random sampling technique. Data obtained by Big Five Inventory (BFI) questionnaire developed by John, Nauman & Soto (2008) and adapted by Reza, A. (2015), while for the Consumer Loyalty questionnaire developed by researchers (2017) based on Griffin loyalty theory (Foster, 2008). The results show that personality type of openness (0.586), conscientiousness (564), extraversion (416), agreeableness (444) and neuroticism (689) correlated with consumer loyalty of Bakso in Bandung. This research is aimed at the entrepreneurs to conduct business strategies aimed at increasing the loyalty of their consumer based on each type of consumer personality.

Item Description

http://repository.upi.edu/34916/1/S_PSI_1103313_Title.pdf
http://repository.upi.edu/34916/2/S_PSI_1103313_Abstract.pdf
http://repository.upi.edu/34916/3/S_PSI_1103313_Table_of_content.pdf
http://repository.upi.edu/34916/4/S_PSI_1103313_Chapter1.pdf
http://repository.upi.edu/34916/5/S_PSI_1103313_Chapter2.pdf
http://repository.upi.edu/34916/6/S_PSI_1103313_Chapter3.pdf
http://repository.upi.edu/34916/7/S_PSI_1103313_Chapter4.pdf
http://repository.upi.edu/34916/8/S_PSI_1103313_Chapter5.pdf
http://repository.upi.edu/34916/9/S_PSI_1103313_Bibliography.pdf
http://repository.upi.edu/34916/10/S_PSI_1103313_Appendix.pdf