Rihati, Isma (2020) MEMBANGUN KINERJA PEMASARAN RUMAH MAKAN TRADISIONAL DI ERA PERKEMBANGAN TREN KULINER PADA KALANGAN MASYARAKAT KOTA TEGAL (Studi Kasus Pada Rumah Makan Gudeg Sari Murni). Skripsi thesis, Universitas Pancasakti Tegal.
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Abstract
ABSTRAK MEMBANGUN KINERJA PEMASARAN RUMAH MAKAN TRADISIONAL DI ERA PERKEMBANGAN TREN KULINER DI KALANGAN MASYARAKAT KOTA TEGAL PADA RUMAH MAKAN GUDEG SARI MURNI. FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS PANCASAKTI TEGAL. 2020 Isma Rihati NPM.4116500127 Tujuan dari penelitian ini adalah untuk (1) mengetahui hubungan kualitas produk terhadap kinerja pemasaran rumah makan gudeg sari murni di Kota Tegal. (2) mengetahui hubungan harga produk terhadap kinerja pemasaran rumah makan gudeg sari murni di Kota Tegal. (3) mengetahui hubungan lokasi perusahaan terhadap kinerja pemasaran rumah makan gudeg sari murni di Kota Tegal. (4) mengetahui hubungan promosi harga terhadap kinerja pemasaran rumah makan gudeg sari murni di Kota Tegal. (5) mengetahui hubungan secara simultan antara kualitas produk, harga produk, lokasi perusahaan, dan promosi harga terhadap kinerja pemasaran pada rumah makan gudeg sari murni di Kota Tegal. Metode pengumpulan data dilakukan dengan menggunakan data kuesioner. Jumlah sampel yang di peroleh sebanyak 33 responden yang bekerjasama di rumah makan gudeg sari murni. Teknik analisis yang digunakan adalah korelasi rank spearman, korelasi berganda. Hasil penelitian adalah (1) terdapat hubungan yang cukup kuat, positif, dan signifikan antara variabel kualitas produk terhadap kinerja pemasaran sebesar 0,412 dengan nilai signifikan 0,000. (2) terdapat hubungan yang cukup kuat, positif, dan signifikan antara variabel harga produk terhadap kinerja pemasaran sebesar 0,409 dengan nilai signifikan 0,000. (3) terdapat hubungan yang cukup kuat, positif, dan signifikan antara variabel lokasi perusahaan terhadap kinerja pemasaran sebesar 0,541 dengan nilai signifikan 0,000. (4) terdapat hubungan yang cukup kuat, positif, dan signifikan antara variabel promosi produk terhadap kinerja pemasaran sebesar 0,402 dengan nilai signifikan 0,000. (5) terdapat hubungan yang cukup kuat, positif dan signifikan antara variabel kualitas produk, harga produk, lokasi perusahaan, dan promosi produk terhadap kinerja pemasaran sebesar 0,73 dengan nilai signifikansi 0,000. Kata Kunci : Kualitas produk, harga produk, lokasi perusahaan, promosi produk, dan kinerja pemasaran. =============================================================================================== ABSTRACT BUILDING THE MARKETING PERFORMANCE OF A TRADITIONAL DINING HOUSE IN THE ERA OF CULINARY TREND DEVELOPMENT IN TEGAL CITY COMMUNITY AT GUDEG SARI MURNI EATING HOUSE. FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITY OF PANCASAKTI TEGAL. 2020 By Isma Rihati NPM.4116500127 The purpose of this study was to (1) determine the relationship of product quality to the marketing performance of Gudeg Sari pure restaurant in Tegal City. (2) determine the relationship between product prices and marketing performance of Gudeg Sari restaurant in Tegal City. (3) knowing the relationship between company location and marketing performance of Gudeg Sari Murni Restaurant in Tegal City. (4) to know the relationship between price promotion and marketing performance of Gudeg Sari pure restaurant in Tegal City. (5) knowing the simultaneous relationship between product quality, product price, company location, and price promotion on marketing performance at Gudeg Sari Murni Restaurant in Tegal City. The data collection method is done by using questionnaire data. The number of samples obtained was 33 respondents who worked together in the Gudeg Sari restaurant. The analysis technique used is the Spearman rank correlation, multiple correlation. The results of the study are (1) there is a strong, positive, and significant relationship between the variable product quality and marketing performance of 0.412 with a significant value of 0.000. (2) there is a strong, positive, and significant relationship between the variable product price and marketing performance of 0.409 with a significant value of 0.000. (3) there is a strong, positive, and significant relationship between the company location variable and the marketing performance of 0.541 with a significant value of 0.000. (4) there is a strong, positive, and significant relationship between product promotion variables on marketing performance of 0.402 with a significant value of 0.000. (5) there is a strong, positive and significant relationship between the variables of product quality, product price, company location, and product promotion on marketing performance of 0.73 with a significance value of 0.000. Keywords: Product quality, product price, company location, product promotion, and marketing performance.
| Item Type: | Karya Ilmiah (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen Perusahaan |
| Depositing User: | Perpustakaan Pusat |
| Date Deposited: | 21 Feb 2021 11:18 |
| Last Modified: | 11 Jan 2023 03:05 |
| URI: | http://repository.upstegal.ac.id/id/eprint/3166 |
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