CITRA PERUSAHAAN DAN LOKASI DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN KEDAI LING-LING CABANG SUKAJADI KOTA BANDUNG

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CITRA PERUSAHAAN DAN LOKASI DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN KEDAI LING-LING CABANG SUKAJADI KOTA BANDUNG

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Title: CITRA PERUSAHAAN DAN LOKASI DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN KEDAI LING-LING CABANG SUKAJADI KOTA BANDUNG
Author: Rahmawati, Nur Fetriana
Abstract: This research compiled by Nur Fetriana Rahmawati NPM 0210U151 with the title Corporate Image and Location in Determining Purchase Decision of Consumer Ling-Ling Coffee Branch Sukajadi Bandung. Majors of Management S1 Faculty of Bussiness and Management, Widyatama University Bandung. Under the guidance Mr. Tezza Adriansyah Anwar, S.IP., M.M. This research is meant to know how corporate image and location in determining purchase decision of consumer Ling-Ling Coffee Shop branch Sukajadi. Ling-Ling Coffee Shop with good image caught in eye Bandung’s Community. Meanwhile, Ling-Ling Coffee also have strategic location. However, that thing give another impact towards purchase decision of consumer Ling-Ling Coffee Shop branch Sukajadi that became dont want to come. The method that writer is used descriptive verifikatif. The sample with 115 consumer, with judgement sampling technique. Meanwhile, the writer uses some data collection with interview, questionnaire, and observation to get the primer data. The strip analysis is used by this research for analyzing data statistically. Ling-Ling Coffee Shop image which has been formed by a year ago give positive impression in the eyes of consumer and the strategic location in central city close to shopping central and also access to main road made easier consumer to go there. Those things encourage the consumer to purchase in Ling-Ling Coffee Shop. Although Ling-Ling Coffee Shop image has a greater influence than the location factor. Increase fast serving in take care of consumer, mosque facility with complete equipment, coorperation with professional parking management and also kept a parking valet, the making of company website and increasing promotion account in social media such as path, instagram, unique and variety presentation of foods and drinks menu became one of the strategy in face of other competitor, and the making of foods package menu for two person or four person with cheap cost can interesting the consumer in determining purchase decision in Ling-Ling Coffee Shop branch Sukajadi. The further reasearch we can see at the atmosphere variable, promotion, product innovation, price and loyality consumer decision process in Ling-Ling Coffee Shop branch Sukajadi.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3031
Date: 2014


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Lembar Pengesahan.pdf 751.0Kb PDF View/Open
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