Analisis Minat Beli Konsumen Atas Produk Bundling Pt Telekomunikasi Indonesia Di Masa Pandemi COVID-19

Subianto, Alip (2022) Analisis Minat Beli Konsumen Atas Produk Bundling Pt Telekomunikasi Indonesia Di Masa Pandemi COVID-19. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi COVID-19 menjadikan semua perekonomian di seluruh dunia mengalami penurunan, terutama perusahaan-perusahaan yang ada di Indonesia. Perusahaan – perusahaan harus lebih kreatif untuk mengubah segala tantangan yang ada menjadi sebuah peluang. Perusahaan melakukan strategi pemasaran, khususnya dengan melakukan strategi produk bundling untuk keberlanjutan usahanya. Namun, dalam pengimplementasiannya, perusahaan perlu mengetahui minat beli konsumen agar strategi bundling yang dilakukan sesuai dengan tujuan perusahaan. Penelitian ini meneliti bagaimana minat beli konsumen terhadap produk bundling PT Telekomunikasi Indonesia. Penelitian ini dalam penyelesaiannya menggunakan analisis regresi linear berganda dengan menggunakan data primer yang dikumpulkan melalui kuesioner online. Penggunaan metode analisis regresi linear berganda digunakan pada penelitian ini karena pada penelitian ini berfokus ingin mengetahui seberapa besar pengaruh atau seberapa linear pengaruh produk bundling, harga produk bundling, dan promosi produk bundling terhadap minat beli konsumen. Hasil penelitian menunjukan bahwa dari hasil pengolahan data primer 207 responden, ditemukan bahwa produk bundling dan promosi produk bundling berpengaruh positif dan signifikan terhadap minat beli konsumen. Hal ini diperoleh dengan mengidentifikasi koefisien regresi variabel produk bundling (β1=0,289), koefisien regresi promosi produk bundling (β3= 0,770), serta dari nilai signifikansi keduanya yang sebesar 0,000. Namun, meskipun harga produk bundling berpengaruh positif namun tidak signifikan terhadap minat beli konsumen. Hal ini dapat diidentifikasi dari nilai koefisien regresinya (β2=0,139) serta nilai signifikansinya yang sebesar 0,123. Perusahaan sebisa mungkin menjamin dan memastikan kualitas untuk meningkatkan loyalitas pelanggan. Diluar semua itu, temuan yang paling utama pada penelitian ini adalah perusahaan harus bisa menyesuaikan strategi produk bundling yang sesuai dengan kebutuhan konsumen baik dari media promosi ataupun komponen produk yang dibundling untuk mencapai tujuan penjualan yang diinginkan. ==================================================================================================== The COVID-19 pandemic has caused all economies around the world to experience a decline, especially companies in Indonesia. Companies must be more creative to turn all existing challenges into opportunities. The company carries out a marketing strategy, in particular, by carrying out a product bundling strategy for the sustainability of its business. However, in its implementation, companies need to know consumers' buying interest so that the bundling strategy carried out is in accordance with the company's goals. This study examines how consumers buy interest in PT Telekomunikasi Indonesia's bundling products. This research is completed using multiple linear regression analysis using primary data collected through online questionnaires. The use of multiple linear regression analysis method is used in this study because this study focuses on knowing how much influence or how linear the influence of bundling products, bundling product prices, and bundling product promotions on consumer buying interest. The results showed that from the results of primary data processing of 207 respondents, it was found that product bundling and product promotion bundling had a positive and significant effect on consumer buying interest. This is obtained by identifying the regression coefficient of the bundling product variable (β1 = 0.289), the regression coefficient of the bundling product promotion (β3 = 0.770), and the significance value of both of them is 0.000. Although the price of bundling products has a positive but not significant effect on consumer buying interest. This can be identified from the value of the regression coefficient (β2 = 0.139) and the significance value of 0.123. The company guarantees and ensures quality as much as possible to increase customer loyalty. Apart from that, the most important finding in this study is that companies must be able to adjust the product bundling strategy according to consumer needs, both from promotional media or product components that are bundled to achieve the desired sales goals.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Minat Beli Konsumen, Produk Bundling, Produk Telekomunikasi, Consumer Purchase Interest, Bundling Products, Telecommunications Products
Subjects: H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Alip Subianto
Date Deposited: 11 Feb 2022 03:36
Last Modified: 11 Feb 2022 03:36
URI: https://repository.its.ac.id/id/eprint/93487

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