Kurniawan, Agung (2022) Pengaruh Giveaway, Kemasan Produk dan Kualitas Pelayanan terhadap Daya Tarik Beli Konsumen (Studi Kasus pada Kopi Chuseyo Surabaya Cabang Kenjeran). Undergraduate thesis, Universitas 17 Agustus 1945.
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Abstract
Perkembangan usaha di Indonesia semakin pesat dan meningkat, dibuktikan dengan adanya banyak perusahaan yang berkecimpung dibidang restoran atau café seperti bisnis kedai kopi Chuseyo yang mengangkat tema Korea. Dalam hal ini wirausahawan harus mampu berpikir kreatif tentang bagaimana menjadikan bisnisnya berbeda dari yang lain seperti mengadakan giveaway, giveaway sendiri bisa dikatakan masuk kategori promosi dimana kegiatan giveaway adalah membagikan hadiah dengan syarat-syarat tertentu selain itu bisa juga dari segi kemasan yang menarik sehingga dapat disukai pelanggan. Hal lain yang perlu diperhatikan oleh seorang wirausahawan adalah Kualitas Pelayanan dimana Kualitas Pelayanan ini sangat berpengaruh terhadap daya tarik pelanggan, apabila Kualitas Pelayanan dari sebuah tempat bagus maka konsumen akan menjadi setia dan loyal. Peneliti menggunakan metode kuantitatif dengan penelitian survei menggunakan kuisioner sebagai instrumennya. Populasi dalam penelitian ini adalah seluruh konsumen dari kedai kopi Chuseyo Surabaya Kenjeran. Sampel penelitian ini menggunakan metode non- probabilty (pengambilan sampel secara tidak acak) dengan menggunakan teknik pengambilan sampel berjumlah 100 responden. Teknik analisis data yang digunakan adalah analisis regresi berganda. Hasil penelitian ini menunjukan bahwa semua variabel independen yaitu Giveaway, Kemasan Produk dan Kualitas Pelayanan mempunyai pengaruh positif terhadap variabel dependen yaitu Daya Tarik Beli Konsumen.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Giveaway, Kemasan Produk, Kualitas Pelayanan dan Daya Tarik Beli |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1121700093 Agung Kurniawan |
| Date Deposited: | 07 Mar 2022 02:35 |
| Last Modified: | 18 Mar 2022 02:19 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/13778 |
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