The effect of location and facility towards customer visiting decision at Bali Lestari Beach Sumatera Utara

Chandra, Shania (2022) The effect of location and facility towards customer visiting decision at Bali Lestari Beach Sumatera Utara. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bali Lestari beach in recent years has decreased in the number of visitors. This decrease in the number of visitors is assessed because of the influence of the location of the Bali Lestari beach itself and the facility that provided to customer. Location is a place where entrepreneurs determine the location of their business where the choice of place is the most important factor in running a business. Facilities are all equipment needed in the sales process, both movable and immovable. Purchase decision is one of the stages of the overall mental process and other physical activities that occur in the buying process at a certain period and time. Descriptive and causal studies were used to analyze a sample of 150 consumers while the sampling technique was to use accidental sampling where consumers who were met first by chance would be used as samples. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. The results of the study indicate that partially or simultaneously there is a positive and significant influence of location and facility on visiting decision at Bali Lestari Beach Sumatera Utara. It can be suggested that Bali Lestari Beach can provide a clean location and also preserve the environment in order to provide a sense of comfort to visiting consumers. In addition, Bali Lestari Beach provides better and more adequate facilities and also supervises and checks all facilities provided to consumers so that consumers do not feel disappointed./ Pantai Bali Lestari dalam beberapa tahun terakhir mengalami penurunan jumlah pengunjung. Penurunan jumlah pengunjung ini dinilai karena pengaruh dari lokasi pantai Bali Lestari itu sendiri dan fasilitas yang diberikan kepada pelanggan. Lokasi adalah suatu tempat dimana para pengusaha menentukan lokasi usahanya dimana pilihan tempat merupakan faktor terpenting dalam menjalankan suatu usaha. Fasilitas adalah segala perlengkapan yang dibutuhkan dalam proses penjualan, baik yang bergerak maupun yang tidak bergerak. Keputusan pembelian merupakan salah satu tahapan dari keseluruhan proses mental dan aktivitas fisik lainnya yang terjadi dalam proses pembelian pada periode dan waktu tertentu. Penelitian deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 150 konsumen sedangkan teknik pengambilan sampel menggunakan accidental sampling dimana konsumen yang pertama kali ditemui secara kebetulan akan digunakan sebagai sampel. Penyebaran kuesioner telah melalui uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Hasil penelitian menunjukkan bahwa secara parsial atau simultan terdapat pengaruh yang positif dan signifikan lokasi dan fasilitas terhadap keputusan berkunjung di Pantai Bali Lestari Sumatera Utara. Disarankan agar Pantai Bali Lestari dapat memberikan lokasi yang bersih dan juga menjaga kelestarian lingkungan agar dapat memberikan rasa nyaman kepada konsumen yang berkunjung. Selain itu, Pantai Bali Lestari memberikan fasilitas yang lebih baik dan lebih memadai serta juga mengawasi dan mengecek semua fasilitas yang diberikan kepada konsumen agar konsumen tidak merasa kecewa.

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