Boutique bakery product perception dan purchase intention dari konsumen breadlife dan tours les jours

Aulia, Muhammad Dahsyat (2017) Boutique bakery product perception dan purchase intention dari konsumen breadlife dan tours les jours. Masters thesis, Universitas Pelita Harapan.

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Abstract

Studi ini dibuat untuk memberikan pemahaman bagaimana persepsi masyarakat Jakarta terhadap pembelian produk bakery BreadLife dan Tours Les Jours yang ada di Jakarta. Seiring berkembangnya permintaan roti, maka makin tinggi pula persaingan dalam industri bakery yang ada di Jakarta, khususnya boutique bakery BreadLife dan Tours Les Jours. Ada lebih dari 10,1 Juta jiwa penduduk yang saat ini berada di DKI Jakarta, dimana para owner bakery BreadLife dan Tours Les Jours saling berebut untuk memenangkan hati masyarakat, dalam persaingannya tidak hanya modal besar yang diperlukan, namun karakteristik produk seperti tekstur dan rasa, nuansa tempat serta harga yang sesuai juga dibutuhkan untuk bisa berkompetisi di pasar ini, terlebih dibutuhkannya perencanaan strategi marketing yang efektif adalah sebuah langkah yang tepat untuk mendukung penjualan. Dari 200 Sampel penduduk DKI Jakarta ditemukan bahwa hubungan Product Characteristic (PC) terhadap Perceived Quality (PQ) dan Purchase intention (PI) pada Tours Les Jours tidak signifikan, hal ini disebabkan karena karakteristik produk bakery Tours Les Jours yang bergaya eropa ini memiliki tekstur keras dan padat kurang diminati dibandingkan karakteristik produk BreadLife yang halus dan lembut.karena seperti yang disebutkan dalam Gellynck et al. (2009) menggambarkan persepsi atribut produk sebagai langkah terakhir dalam kualitas dan nilai keseluruhan evaluasi produk. persepsi sensorik (misalnya, evaluasi penampilan, aroma, rasa, dan tekstur sampel makanan dan minuman atau produk) telah dikaitkan dengan nilai-nilai pribadi yang kadang-kadang dalam studi konsumen dan sensorik dan untuk BreadLife pengaruh Perceived Price (PP) terhadap PQ dan PI menunjukkan angka yang tidak signifikan karena harga yang ada pada BreadLife ini cukup murah, namun kurang berpengaruh pada kualitas dan minat beli, seperti yang dikatakan dalam (Bao.Y, Y dan Sheng, S, 2011). Beberapa konsumen dapat mengkaitkan harga murah dengan kualitas rendah. Konsumen berpikir bahwa harga merupakan indikator kualitas dan perusahaan dapat mengurangi kualitas produk untuk meminimalkan biaya. Dengan demikian, walau terdapat perbedaan pada hubungan PQ terhadap PI yang dinilai tidak signifikan karena bias, namun untuk kedepannya diharapkan hasil dari studi ini dapat berkontribusi untuk mengembangkan strategi dalam pengambilan keputusan pada perusahaan bakery BreadLife dan Tours Les Jours untuk meraih pasar yang ada di DKI Jakarta / This study was made to provide an understanding of how Jakarta people's perception towards the purchase of bakery products BreadLife and Tours Les Jours in Jakarta. Along with the growing demand for bread, the higher competition in the bakery industry in Jakarta, especially boutique bakery BreadLife and Tours Les Jours. There are more than 10.1 million people currently living in Jakarta, where the bakery owner of BreadLife and Tours Les Jours are fighting over each other to win the hearts of the people, in competition not only big capital is required, but product characteristics such as texture and taste, appropriate nuance of place and price are also needed to compete in this market, especially the need for effective marketing strategy planning an appropriate step to support sales. From 200 sample of population of DKI Jakarta found that Product Characteristic (PC) relationship to Perceived Quality (PQ) and Purchase intention (PI) at Tours Les Jours is not significant, this is because the characteristic of this European-style bakery product Tours Les Jours has hard texture And density is less desirable than the characteristic of soft and delicate BreadLife products. Because as mentioned in Gellynck et al. (2009) describes the perception of product attributes as the final step in the quality and overall value of product evaluation. sensory perceptions (eg, appearance, smell, taste, and texture of food and beverage samples or products) have been associated with personal values occasionally in consumer and sensory studies and for BreadLife Perceived Price (PP) influence over PQ and PI shows insignificant figures because the existing prices in BreadLife is quite cheap, but less influence on quality and buying interest, as said in (Bao.Y, Y and Sheng, S, 2011). Some consumers may link low price with low quality. Consumers think that price is an indicator of quality and company can reduce product quality to minimize cost. Thus, although there is a difference in PQ relationship to PI that is considered insignificant because of bias, but for the future expected result of this study can contribute to develop strategy in decision making at bakery BreadLife and Tours Les Jours company to reach DKI Jakarta

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Aulia, Muhammad DahsyatNIM00000015197UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorJong, Thjia TjenNIDN0308076604UNSPECIFIED
Uncontrolled Keywords: Product Characteristic ; Perceived Price ; Perceived Servicescape Purchase Quality ; Purchase intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Users 18 not found.
Date Deposited: 26 Jun 2019 01:49
Last Modified: 10 Nov 2021 09:30
URI: http://repository.uph.edu/id/eprint/3801

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