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Analisis Pengaruh Media Katalog Terhadap Minat Beli Konsumen Di Giant Extra Hipermarket Bandung

An Analysis of the Influence Catalog Media toward Consumer's Buying Intention at Giant Extra Hypermarket Bandung

Tugas Akhir, 035 / 2014 / MPE
Undergraduate Theses from JBPTPPOLBAN / 2018-05-03 12:04:58
Oleh : Meida Hidayati - 115231017 (meidahidayati@gmail.com)
Dibuat : 2018-05-03, dengan 4 file

Keyword : Ritel, Hipermarket, Katalog dan Minat Beli
Subjek : Retail, Hypermarket, Catalog and Buying Interest

Penelitian ini menganalisis pengaruh media katalog terhadap minat beli konsumen di Giant Extra Hypermarket Bandung. Masalah dari penelitian ini adalah karena maraknya perusahaan retail saat ini di Indonesia, khususnya kota Bandung seperti hipemarket, supermarket dan minimarket yang bersaing dalam menjual barang eceran. Giant Extra sebagai perusahaan ritel jenis hipermarket berusaha untuk menarik perhatian konsumen melalui katalog sebagai media promosi perusahaan, sekaligus perusahaan ingin mengetahui seberapa besar pengaruh katalog itu sendiri dan apa saja yang diharapkan oleh konsumen terhadap Giant Extra dalam rangka meningkatkan minat beli konsumen Giant Extra Hipermarket Bandung. Dalam penelitian ini, penulis menyebarkan kuesioner kepada konsumen potential sebanyak 261 kuesioner, dengan teknik sampling yang digunakan adalah probability sampling, yaitu cluster sampling. Teknik analisis data diuji dengan uji validitas dan reliabilitas, uji normalitas, demografi statistik, analisa deskriptif, korelasi Spearman dan regresi logistik dengan menggunakan perangkat lunak IBM SPSS Statistic versi 20.0 Setelah melakukan analisis dari hasil pengujian, maka terdapat hubungan atau korelasi antara design katalog, jumlah produk yang ditawarkan dan kepraktisan terhadap minat beli namun tidak berpengaruh signifikan. Hasil dari penelitian tersebut adalah hadiah yang ditawarkan Giant kurang menarik serta sistem distribusi kurang baik dan kepraktisan katalog masih rendah sehingga penulis menambahkan daftar isi dalam katalog, daftar hadiah yang diharapkan oleh konsumen dan strategi sistem distribusi katalog yang baru. Kata kunci: Ritel, Hipermarket, Katalog dan Minat Beli.

Deskripsi Alternatif :

This study is an analysis of catalog media influence toward consumer's buying intention at Giant Extra Hypermarket Bandung. The problem of the research is due to the increase of the retail business in Indonesia, especially in Bandung such as hypermarket, supermarkets and minimarkets, which compete in selling goods retail. Giant Extra hypermarket as a retail company seeks to attract consumers through company catalogue as their promotional media. As well as the company would like to know how much the influences of the catalog itself and what are consumer expectation against Giant Extra in order to increase the buying interest of consumer Giant Extra Hypermarket in Bandung. In this study, the author deploys the questionnaires to potential consumers as much as 261 questionnaires, with probability sampling used, namely cluster sampling. Data analysis techniques were tested with test validity and reliability, test of normality, descriptive statistics, demographic analysis, logistic regression and Spearman correlation by using IBM SPSS Statistics software version 20.0 After making an analysis of the test results, then there is a relationship or correlation between design, catalog number of the product being offered and the practicality of buying interest but not significant effect. The results of such research is the gift offered less attractive as well as Giant distribution system and the practicality of the catalog is still low so that the author added a table of contents in the catalog, the list of gifts that are expected by consumers and strategies the new catalog distribution system. Keywords: Retail, Hypermarket, Catalog and Buying Interest.

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PropertiNilai Properti
ID PublisherJBPTPPOLBAN
Organisasi
Nama KontakHelmi Purwanti
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon022 201 3789 ext. 168, 169, 239
Fax022 201 3889
E-mail Administratorhelmi.purwanti@polban.ac.id
E-mail CKOhelmi.purwanti@polban.ac.id

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  • Pembimbing: Gundur Leo, S.Si., M.M., Editor: Erlin Arvelina

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