PENGARUH PRODUK, HARGA, DISTRIBUSI TERHADAP NIAT PROSPEK UNTUK MEMBELI PRODUK (Kasus Persepsi Prospek PT. Tata Bone Pada Mukena)
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Date
2015
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Publisher
Tesis Program Magister Management Universitas Widyatama
Abstract
Muslim clothing industry products constitute the industrial sector being much in
demand by the people of Indonesia is predominantly Muslim, but unfortunately this is not
offset by the application of appropriate management. As a result, not a few Muslim
fashion clothing business in Indonesia is bankrupt due to huge production costs while
sales slightly. PT Tata Bone is one of the clothes industry is engaged in the manufacture
of products Moslem (including mukena) in the city of Tasikmalaya which is a city famous
for embroidery and garment industry in particular Muslims mukena.
Research carried out by several phases and after the study concluded that PT.
Tata Bone Tasikmalaya not optimal, this among others, can be seen with bebarapa
indicators, including the results of marketing and sales made by PT. Bone Tata not meet
the expected target. An example is the target or the cost of goods sold in 2012 through
2014 has not achieved its full potential.
The next stage is spread out questionnaires to consumers of products mukena
around the industrial area of PT. Tata Bone. The data have been obtained and plotted
and converted to interval data to then be processed in the next calculation. Calculations
using the help of SPSS. Test conducted correlation test to determine the presence or
absence of a relationship between the variables of the study.
The study found that Influence Product, Pricing and Distribution positively
associated with intention prospects. The bigger the price offered at the same time the
prospect intention to purchase production mukena PT. Tata Bone decreased. The greater
distribution made product shows the greater interest and this certainly makes the
prospect of being quite good intention so as to obtain a positive result. The number of
competitors was also found to be associated with decreased its intention to buy mukenas
prospects in PT. Tata Bone. On the other hand found that Influence Product, Price, and
distribution of the intentions of the prospect mukena PT. Tata bone was positive.
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Keywords
Product, Pricing, Distribution, Intention prospects