Identifikasi preferensi konsumen menggunakan prinsip marketing mix 7p sebagai upaya mengetahui minat dan kebutuhan konsumen terhadap pelayanan wedding organizer di masa pandemi covid 19

Ariyawan, Ilham (2021) Identifikasi preferensi konsumen menggunakan prinsip marketing mix 7p sebagai upaya mengetahui minat dan kebutuhan konsumen terhadap pelayanan wedding organizer di masa pandemi covid 19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Meskipun ada pandemi COVID 19, Namun kenyataannya banyak pasangan tetap melangsungkan acara pernikahan mereka, hal ini membuat para pelaku bisnis wedding organizers harus mengidentifikasi seberapa besar minat dan kebutuhan konsumen untuk menggunakan layanan wedding organizers pada masa pandemi COVID 19. Tujuan terlaksananya penelitian ini adalah untuk mengidentifikasi minat dan kebutuhan konsumen terhadap pelayanan wedding organizers pada masa pandemi COVID 19. Metode yang digunakan dalam mengidentifikasi dengan menyebarkan kuesioner menggunakan atribut marketing mix 7P. Hasil dari penelitian ini menjelaskan bahwa 42,9% responden menyatakan minat untuk melangsungkan pernikahan pada masa pandemi, 42,9% menyatakan mungkin untuk melangsungkan pernikahan pada masa pandemi COVID 19. Alasannya dikarenakan biaya untuk pernikahan yang besar dapat dialokasikan untuk kebutuhan lain dengan nilai persentase 24%, kemudian acara pernikahan juga dapat dilakukan dengan lebih hikmat dengan nilai persentase 21%. Penelitian ini dibuat menjadi 2 kelompok responden yaitu responden pernikahan adat dan pernikahan moderen, pernyataan lain bahwa 51,7% responden adat dan 46,7% responden moderen membutuhkan WO yang berpengalaman, 45% responden adat membutuhkan WO pada jenis acara akad nikah dan pelaminan. Sebanyak 84,4% responden moderen membutuhkan WO pada acara akad nikah, dan 64,4% membutuhkan WO pada acara resepsi. Lebih dari 70% responden pernikahan adat dan moderen membutuhkan bantuan WO untuk menyediakan perlengkapan Protokol Kesehatan untuk keluarga, tamu, dan juga vendor yang terlibat pada acara pernikahan. / Despite the COVID 19 pandemic, the fact is that many couples continue their weddings, this makes company of wedding organizers need to identify how much consumer interest and needs are in use wedding organizers services during the COVID 19 pandemic. The purpose of this research is to identify Consumer interests and needs for wedding organizers services during the COVID-19 pandemic. The method used by distributing questionnaires using the 7P marketing mix attribute. The results of this study explain that 42.9% of respondents an interest in getting married during the pandemic, 42.9% stated that it is possible to marry during the COVID-19 pandemic. The reason is because the costs for a large marriage can be allocated for other needs with a percentage value 24%, then the wedding ceremony can also be done more wisely with a percentage value of 21%. This research was divided into 2 groups of respondents, namely traditional marriage and modern marriage respondents. Another statement was that 51.7% of traditional respondents and 46.7% of modern respondents needed experienced WOs, 45% of traditional respondents needed WO on the types of marriage and wedding ceremonies. As many as 84.4% of modern respondents need WO at the ceremony, and 64.4% need WO at the reception. More than 70% of respondents in traditional and modern weddings need WO's help to provide Health Protocol kits for families, guests, and vendors involved in wedding events.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Ariyawan, IlhamNIM00000017502ilhamariyawan09@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSilalahi, Rudy VernandoNIDN0317087403Rudy.silalahi@uph.edu
Thesis advisorRahayu, Priskila ChristineNIDN0317097404priskila.christine@uph.edu
Uncontrolled Keywords: marketing mix; pernikahan; minat dan kebutuhan; pandemi COVID 19
Subjects: T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering
Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering
Depositing User: Users 7785 not found.
Date Deposited: 24 Feb 2021 10:17
Last Modified: 24 Feb 2021 10:17
URI: http://repository.uph.edu/id/eprint/20979

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