Pengaruh Strategi Produk, Strategi Promosi, Strategi Harga Terhadap Meningkatnya Jumlah Pelanggan di Kedai Brapp 88 Surabaya. (The Effect of Product Strategy, Promotion Strategy, Pricing Strategy on Increasing Number of Customers at The Brapp 88 Store Surabaya).

Hariyadi, Naufal Rimas Fadjar (2018) Pengaruh Strategi Produk, Strategi Promosi, Strategi Harga Terhadap Meningkatnya Jumlah Pelanggan di Kedai Brapp 88 Surabaya. (The Effect of Product Strategy, Promotion Strategy, Pricing Strategy on Increasing Number of Customers at The Brapp 88 Store Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Perkembangan dunia perekonomian yang semakin maju membawa dampak cukup signifikan terutama bagi dunia usaha saat ini. Semakin banyaknya usaha kecil ataupun besar yang bermunculan mengakibatkan peningkatan jumlah usaha yang bersifat sejenis yang menyebabkan persaingan semakin ketat. Munculnya berbagai usaha yang bersifat sejenis tersebut juga lambat laun akan memberikan dampak bagi para konsumen untuk semakin selektif dalam menentukan pilihan. Setiap pelaku bisnis harus mengetahui bagaimana cara untuk meningkatkan Jumlah Pelanggan. Dengan cara memberikan Strategi Produk, Strategi Promosi, Strategi Harga untuk meningkatkan Jumlah Pelanggan. Objek penelitian ini adalah Kedai Brapp 88 dan sebagai responden adalah individu yang pernah membeli dan memperoleh manfaat dari Kedai Brapp 88 yang minimal berusia 20 tahun. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu dengan mengunakan metode purposive sampling, yaitu penentuan sampel dengan pertimbangan tertentu. Data diperoleh dari penyebaran kuisioner dengan jumlah sampel sebanyak 85 responden. Teknik analisis yang digunakan adalah analisis regresi linier berganda dan uji hipotesis mengunakan uji t. Pengujian hipotesis menunjukkan bahwa ketiga variabel independen yang diteliti terbukti secara signifikan berpengaruh secara parsial terhadap variabel dependen Jumlah Pelanggan. Dimana variabel Jumlah Pelanggan (Y), variabel Strategi Produk (X1), variabel Strategi Promosi (X2) dan variabel Strategi Harga (X3). Hasil analisis uji kelayakan model juga menujukan bahwa semua variabel secara bersama-sama berpengaruh signifikan terhadap Jumlah Konsumen. Kata Kunci :Strategi Produk, Strategi Promosi, Strategi Harga, Jumlah Pelanggan

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