| dc.contributor.author | MAHARANI, DYAH RATRI ARDINA | |
| dc.date.accessioned | 2022-01-04T06:14:17Z | |
| dc.date.available | 2022-01-04T06:14:17Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/3969 | |
| dc.description | The purpose of this research is to determine the preferences of consumers in Surabaya toward purchasing decisions of bottled sambal. Researcher distributed questionnaires online using Google Form to conduct a pre-survey. The results of the questionnaires were then also used to take samples that were used as informants in this study. This study took five customer informants and one expert informant. The data collection technique in this study was carried out by doing interviews regarding the indicators that influence preference toward purchasing decisions of bottled sambal. The preference indicators used are awareness, knowledge, purchase, price, quality of service, branding, tangibles, and quality of food. Furthermore, the researcher analyzed the results of the data by triangulation, namely by comparing data from informants and theories from previous studies to obtain conclusions based on the results of the study. Based on the results of the triangulation, all preference indicators can influence the purchasing decision of bottled sambal where quality of food is the indicator most concerned with by customers in making purchase and re-purchase decisions. | en_US |
| dc.description.abstract | Tujuan dari penelitian ini yaitu untuk mengetahui preferensi masyarakat Surabaya terhadap keputusan pembelian sambal botol. Peneliti membagikan kuesioner secara daring dengan menggunakan Google Form untuk melakukan pra-survei. Hasil dari kuesioner tersebut kemudian juga digunakan untuk mengambil sampel yang dijadikan sebagai informan dalam penelitian ini. Penelitian ini mengambil lima informan pelanggan dan satu informan ahli. Teknik pengumpulan data dalam penelitian ini dilakukan dengan wawancara mengenai indikator-indikator yang memengaruhi preferensi terhadap keputusan pembelian sambal botol. Indikator-indikator preferensi yang digunakan adalah awareness, knowledge, purchase, price, quality of service, branding, tangibles, dan quality of food. Selanjutnya, peneliti menganalisa hasil data dengan triangulasi yaitu dengan membandingkan data dari informan dan teori dari penelitian terdahulu untuk memperoleh kesimpulan berdasarkan hasil penelitian tersebut. Berdasarkan hasil triangulasi tersebut, seluruh indikator preferensi dapat memengaruhi keputusan pembelian sambal botol dimana quality of food merupakan indikator yang paling diperhatikan oleh pelanggan dalam membuat keputusan pembelian maupun pembelian ulang. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Keputusan Pembelian | en_US |
| dc.subject | Masyarakat Surabaya | en_US |
| dc.subject | Preferensi | en_US |
| dc.subject | Sambal Botol | en_US |
| dc.title | PREFERENSI MASYARAKAT SURABAYA TERHADAP KEPUTUSAN PEMBELIAN SAMBAL BOTOL | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0709117803 | |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 40217004 | |
| dc.identifier.dosenpembimbing | MICHAEL RICKY SONDAK | |
