Pengaruh bauran pemasaran dan perceived quality terhadap penjualan sambal hiyung

Cindy, Cindy and Kurniawan, Herlin Ellen (2022) Pengaruh bauran pemasaran dan perceived quality terhadap penjualan sambal hiyung. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Cover_Cindy_01541180148.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (328kB)
	Text (Abstract) Abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter1) Chapter1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Bibliography) Bibliography.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (519kB)

Abstract

Sambal Hiyung merupakan salah satu produk olahan dari cabai hiyung yang termasuk salah satu cabai terpedas di Indonesia bahkan pernah masuk kedalam daftar 10 cabai terpedas di dunia karena tingkat kepedasan dari cabai hiyung itu sendiri 17 kali lebih pedas daripada cabai pada umumnya. Permasalahan yang dialami oleh Sambal Hiyung sendiri dalam hal ini masih belum tercapainya target penjualan dari Sambal Hiyung selama 6 bulan terakhir. Tujuan dari penelitian ini adalah untuk mengettahui pengaruh marketing mix dan perceived quality terhadap penjualan Sambal Hiyung. Metode survey digunakan didalam penelitian ini. Pengumpulan data yang dilakukan menggunakan instrumen kuesioner dengan menyebarkan kepada 100 konsumen yang pernah melakukan pembelian Sambal Hiyung di kota Tangerang. Teknik pengambilan sampel dilakukan dengan purposive sampling. Analisis yang digunakan adalah analisis regresi berganda. Hasil penelitian menunjukkan bahwa marketing mix dan perceived quality berpengaruh positif dan signifikan terhadap penjualan produk Sambal Hiyung. / Sambal Hiyung is one of the processed products from Hiyung chili which is one of the hottest chilies in Indonesia and has even been included in the list of 10 hottest chilies in the world because the level of spiciness of Hiyung chili itself is 17 times hotter than chili in general. The problem experienced by Sambal Hiyung itself in this case is that the sales target of Sambal Hiyung has not been achieved for the last 6 months. The purpose of this study was to determine the effect of marketing mix and perceived quality on sales of Sambal Hiyung. The survey method is used in this research. Data collection was carried out using a questionnaire instrument by distributing it to 100 consumers who had purchased Sambal Hiyung in the city of Tangerang. The sampling technique was done by purposive sampling. The analysis used is multiple regression analysis. The results showed that the marketing mix and perceived quality had a positive and significant effect on sales of Sambal Hiyung products.

Actions (login required)

View Item