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Pengaruh Bauran Penjualan Eceran dan Asosiasi Merek terhadap Keputusan Pembelian Konsumen serta Dampaknya pada Nilai Pelanggan

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Perkembangan factory outlet yang meningkat menyebabkan persaingan yang semakin tajam dengan bisnis pakaian dan department store. Untuk dapat bersaing, factory outlet melengkapi penjualan produknya dengan merek terkenal, baik produk ekspor maupun impor, termasuk juga produk imitasi. Berdasarkan hal di atas maka penulis menyusun Disertasi dengan judul : Pengaruh Bauran Penjualan Eceran dan Asosiasi Merek pada Keputusan Pembelian serta Dampaknya Terhadap Nilai Pelanggan (Suatu Survei pada Factory Outlet). Penelitian ini bertujuan untuk: (1) Mengetahui pelaksanaan bauran eceran dan asosiasi merek pada factory outlet. (2) Mengkaji hubungan bauran penjualan eceran dan asosiasi merek pada factory outlet. (3) Mengkaji pengaruh bauran penjualan eceran dan asosiasi merek terhadap keputusan pembelian konsumen pada factory outlet. (4) Mengkaji pengaruh bauran penjualan eceran dan asosiasi merek serta keputusan pembelian konsumen, baik secara parsial maupun simultan, terhadap nilai pelanggan pada factory outlet. Penelitian ini menggunakan ilmu manajemen di bidang manajemen pemasaran dan manajemen eceran. Secara khusus, tinjauan dilakukan dari segi bauran penjualan eceran, asosiasi merek dan keputusan pembelian konsumen serta pengaruhnya terhadap nilai pelanggan factory outlet. Penelitian ini bersifat deskriptif dan verifikatif. Penelitian dilakukan menggunakan metode survei dan eksplanatory survei dengan teknik penarikan sampel bersifat acak. Ukuran sampel penelitian adalah 715 konsumen pada 100 factory outlet di Jawa Barat. Teknik pengumpulan data yang digunakan adalah wawancara menggunakan kuesioner serta observasi,  Analisis data menggunakan Stucture Equations Model (SEM) dengan program Lisrel. Hasil penelitian menunjukkan bahwa bauran penjualan eceran memiliki hubungan dengan asosiasi merek, yang memiliki arti bahwa bauran penjualan eceran dengan asosiasi merek memiliki hubungan timbal balik dalam mempengaruhi keputusan pembelian konsumen dan nilai pelanggan. Pengaruh langsung dari keputusan pembelian konsumen lebih besar dari pada pengaruh langsung bauran penjualan eceran dan asosiasi merek terhadap nilai pelanggan. Dengan demikian, penentuan bauran penjualan eceran dan asosiasi merek memiliki pengaruh yang signifikan, baik secara parsial maupun simultan, terhadap keputusan pembelian konsumen dan nilai pelanggan bagi factory outlet di Jawa Barat. 

The increasing development of factory outlet has led to a sharp competition between factory outlets, clothing industries and department stores. In order to survive in this competition, factory outlets try to complete their product with popular branded products, exported or imported products, including their replicas. Based on facts above, the writer has made a dissertation paper titled : "The Influence Of Retailing Mix And Brand Association To The Consumer's Purchase Decision And It's Impact On Customer Value. This research is aimed : (1) to learn the implementation of retailing mix and brand association in factory outlets; (2) to analyze the relationship between retailing mix and brand association in factory outlets; (3) to analyze the impacts of retailing mix and brand association to consumer's purchase decision in factory outlets ; and (4) to analyze the impacts of retailing mix, brand association and also consumer's purchase decision, partially and simultaneously to customer value in factory outlets. This research uses management science, especially marketing and retailing management, as basic theories. In specific, this study was conducted from retailing mix, brand association and consumer's purchase decision, also it's impact on factory outlets costumer value. This is a descriptive and verificative research, conducted by survey and explanatory survey method with random sampling technique. Samples are 715 customers taken from 100 factory outlets in West Java. Data collection technique used are interview by using questionnaire and observation. Data is analyzed by using Structure Equation Model (SEM) with Lisrel programme. The result shows that retailing mix has a connection with brand association, which means that retailing mix and brand association have causal effect in influencing the consumer's purchase decision and costumer value. The direct impact from consumer's purchase decision is larger than retailing mix and brand association to costumer value. Thus, the determination of retailing mix and brand association has a significant effect, partially and simultaneously, to consumer's purchase decision and costumer value for factory outlets in West Java.

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D906

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Bandung : ., 2005

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Indonesia

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NONE

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