HUBUNGAN STRATEGI BISNIS FASTFOOD MELALUI DIRECT MARKETING STUDI KASUS CALIFORNIA FRIED CHICKEN SUZUYA MALL RANTAUPRAPAT

Ummi Nurjannah Dalimunthe, NPM 1901100234 (2023) HUBUNGAN STRATEGI BISNIS FASTFOOD MELALUI DIRECT MARKETING STUDI KASUS CALIFORNIA FRIED CHICKEN SUZUYA MALL RANTAUPRAPAT. Tugas_ Akhir (Artikel) Jurnal Ecobisma : Jurnal Ekonomi, Bisnis, Dan Manajemen, 10 (2). pp. 22-36. ISSN 2620-3391 (e-ISSN) / 2477-6092 (p-ISSN)

	Text COVER, LEMBAR PENGESAHAN, PERNYATAAN, LOA.pdf Download (346kB)
	Text ARTIKEL UMMI NURZANNAH DALIMUNTHE.pdf Download (325kB)

Abstract

Penerapan direct marketing umumnya dapat meningkatkan penjualan produk dan jasa kepada konsumen karena kegiatan tersebut akan langsung memperoleh respon atau umpan balik dari konsumen. Tujuan penelitian ini secara parsial variabel independen Kualitas Produk (X1), Atribut Produk (X2), Pelayanan (X3) dan Diferensiasi (X4) berpengaruh terhadap variabel dependen Direct Marketing (Y). Desain penelitian yang relevan dengan penelitian ini mengedepankan kolaborasi penelitian deksriptif dengan pendekatan kuantitatif. Populasi dan sampel adalah pelanggan yang berkunjung ke California Fried Chicken (CFC) Suzuya Mall Rantauprapat periode Januari-Februari 2023. Metode penentuan populasi dan sampel umumnya memakai Maximum Likehood Estimation (MLE) jumlah sampel dalam survei berkisar antara 100-200 sampel yang diestimasi berdasarkan jumlah indikator variabel secara keseluruhan 5 x 20 (indikator) maka sampel yang ditetapkan sebanyak 250 sampel. Teknik pengambilan sampling menggunakan purposive sampling (yakni siapa saja responden yang secara kebutulan bertemu dengan peneliti di aeral California Fried Chicken (CFC) Suzuya Mall Rantauprapat). Teknik skala yang digunakan penulis memilih skala likert. Sedangkan untuk teknik analisis data dalam memecahkan permasalahan dengan aplikasi Smart PLS v.4.0 untuk memprediksi model yang diuji dalam penelitian. Dari hasil penelitian dapat disimpulkan bahwa variabel kualitas produk (X1) dan pelayanan (X3) tidak berpengaruh signifikan terhadap direct marketing dan atribut produk (X2) dan diferensiasi (X4) berpengaruh signifikan terhadap direct marketing. Selain itu, temuan pada penelitian variabel direct marketing memiliki peran yang baik sebagai variabel dependen. Kata Kunci: Kualitas Produk, Atribut Produk, Pelayanan, Diferensiasi, Direct Marketing. ============================================================== The application of direct marketing can generally increase sales of products and services to consumers because these activities will directly obtain a response or feedback from consumers. The purpose of this study is partially independent variables Product Quality (X1), Product Attributes (X2), Service (X3) and Differentiation (X4) affect the dependent variable Direct Marketing (Y). The research design relevant to this research emphasizes descriptive research collaboration with a quantitative approach. The population and sample are customers who visit California Fried Chicken (CFC) Suzuya Mall Rantauprapat in the January-February 2023 period. The method of determining the population and sample generally uses Maximum Likehood Estimation (MLE), the number of samples in the survey ranges from 100-200 samples estimated based on the number of variable indicators as a whole 5 x 20 (indicators), so the sample set is 250 samples. The sampling technique uses purposive sampling (ie whoever the respondent is who kebutulan meets with the researcher at the California Fried Chicken (CFC) Suzuya Mall Rantauprapat). The scale technique used by the author chooses a Likert scale. As for data analysis techniques in solving problems with the Smart PLS v.4.0 application to predict the model tested in the study. From the results of the study it can be concluded that the variables of product quality (X1) and service (X3) have no significant effect on direct marketing and product attributes (X2) and differentiation (X4) have a significant effect on direct marketing. In addition, the findings of the research direct marketing variable has a good role as the dependent variable. Keywords: Product Quality, Product Attributes, Service, Differentiation, Direct Marketing.

Item Type:	Article
Uncontrolled Keywords:	Kualitas Produk, Atribut Produk, Pelayanan, Diferensiasi, Direct Marketing. ================= Product Quality, Product Attributes, Service, Differentiation, Direct Marketing.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	27 Jul 2023 08:59
Last Modified:	27 Jul 2023 08:59
URI:	http://repository.ulb.ac.id/id/eprint/193

Actions (login required)

View Item