Analisis Pengaruh Bauran Promosi Terhadap Minat Beli Konsumen
Hotel Dafam Cilacap, Jawa Tengah
The Influence of Promotional Mix Analysis toward Consumer Buying
Intention at Hotel Dafam in Cilacap, Central Java
PROYEK AKHIR untuk memenuhi sebagian persyaratan menyelesaikan pendidikan Diploma III
Program Studi Manajemen Pemasaran Jurusan Administrasi Niaga
diajukan oleh: AYU NUR DEWI LESTARI 105231007
POLITEKNIK NEGERI BANDUNG 2013
ABSTRAK
Penelitian ini dilakukan untuk mengetahui pengaruh bauran promosi terhadap
minat beli konsumen Hotel Dafam Cilacap. Tujuan dari penelitian ini adalah untuk
mengetahui pendapat konsumen atau tamu Hotel Dafam Cilacap sejauh mana mereka tertarik menggunakan jasa hotel dengan adanya kegiatan dari bauran promosi yang dilakukan. Penelitian ini dilakukan dengan menggunakan kuisioner penjualan yang disebar di sekitar Cilacap dengan responden orang yang mengetahui mengenai
promosi penjualan yang dilakukan Hotel Dafam Cilacap. Penelitian ini menggunakan analisis deskriftif, analisis korelasi dan analisis regresi. Hasil dari penelitian ini menunjukkan bahwa kegiatan bauran promosi penjualan berpengaruh terhadap minat beli dengan tanggapan positif dari responden. Kegiatan dari bauran promosi penjualan yang paling berpengaruh pada minat beli adalah Personal Selling, hal ini sesuai dengan konsumen Hotel Dafam Cilacap yang merupakan konsumen bisnis.
ABSTRACT
This research was conducted to determine the influence of promotional mix
through consumer buying intention at Dafam Hotel in Cilacap, Central Java. The
purpose of this research was to determine consumers' opinions about Dafam Hotel as long as extent they are interested in using hotel services. Because of that the research collect a questionnaire distributed around Cilacap where respondents who knew about the promotion of Dafam Hotel. Therefor research was use descriptive, correlation and
regression analysis. As a results it can be indicate that the promotional mix activities affect the buying intention such positive responses. More over of the most influence is Personal Selling, which is in line with the regular customer of Dafam Hotel such as consumer business.
KATA PENGANTAR
Assalamu’alaikum warahmatullahi wabarakatuh
Puji syukur kehadirat Allah SWT, Tuhan semesta alam atas limpahan rahmat dan karunianya, terutama nikmat kesehatan dan kesempatan sehingga penulis dapat menyelesaikan tugas akhir ini dengan judul “Analisis Efektifitas Bauran Promosi
Penjualan Terhadap Minat Beli Konsumen di Hotel Dafam Cilacap”.
Pada kesempatan yang berbahagia ini penulis akan menyampaikan terima
kasih dan penghargaan setinggi-tingginya kepada : Mama dan Bapak tercinta atas restu, doa, dukungan yang mengalir kepada penulis tanpa henti, sehingga penulis dapat sampai kepada tahap ini, terimakasih atas segalanya, semoga penulis dapat menjadi anak yang berbakti. Drs. Eddy Syah Yahya, MBA selaku pembimbing yang senantiasa sabar membimbing penulis, memberi masukan dan solusi kepada penulis. Saudaraku tercinta Nurwidyasari dan Andri Nur Arief Mulyana, terima kasih atas dukungan yang telah diberikan. Damar Yudistira Wicaksono yang selalu memberikan semangat, dukungan, bantuan dan tak henti- hentinya berdoa untuk penulis. Sahabat sekaligus kakakku Muhammad Syukron Hidayat yang selalu memberikan motivasi dan mengingatkan penulis disaat mengalami kejenuhan. Seluruh rekan-rekanku 3 MPE 2010, atas rasa kekeluargaannya serta kesolidaritasannya yang telah dibangun selama ini. Semua pihak yang telah memberikan semangat, dukungan, moral yang tidak bisa penulis sebutkan satu persatu.
Penulis menyadari sepenuhnya bahwa tugas akhir ini masih jauh dari kesempurnaan. Hal ini karena keterbatasan pengetahuan dan pengalaman yang dimiliki penulis, maka dari itu penulis mengharapkan saran dan kritik yang
membangun dari semua pihak. Penulis hanyalah manusia yang tidak luput dari
kesalahan, kesempurnaan itu hanya milik Alloh SWT. Akhir kata wassalamu’alaikum warahmatullahi wabarakatuh.
Bandung, Juli 2013
Penulis
DAFTAR ISI
KATA PENGANTAR.............................................................................................................. i ABSTRAK ............................................................................................................................... ii DAFTAR ISI........................................................................................................................... iii TABEL .................................................................................................................. iv DAFTAR
DAFTAR GAMBAR................................................................................................................v BAB I PENDAHULUAN.........................................................................................................1 1.1 Latar Belakang.......................................................................................................1 1.2 Identifikasi Masalah ...............................................................................................4 1.3 Tujuan Penelitian....................................................................................................4 1.4 Manfaat Penelitian..................................................................................................4 1.4.1 Manfaat Bagi Perusahaan..........................................................................5 1.4.2 Manfaat Bagi Peneliti................................................................................5 1.4.3 Manfaat Bagi Pihak Lain atau Umum.......................................................5 1.5 Sistematika Penyusunan Laporan ...........................................................................5 BAB II TINJAUAN PUSTAKA..............................................................................................7 2.1 Bauran Promosi ......................................................................................................7 2.1.1 Penjualan Perseorangan (Personal Selling) ..............................................8 2.1.2 Periklanan (Advetising) .............................................................................9 2.1.3 Promosi Penjualan (Sales Promotion) ....................................................10
2.1.4 Hubungan Masyarakat (Public Relations) ..............................................11
2.1.5 Pemasaran Langsung (Direct Marketing) ...............................................12 2.2 Minat Beli .............................................................................................................14 2.2.1 Hubungan Bauran Promosi Penjualan Terhadap Minat Beli ..................14
2.3 Model Penelitian...................................................................................................15
2.4 Hipotesis ...............................................................................................................16
BAB III METODOLOGI PENELITIAN ............................................................................17 3.1 Desain Riset..........................................................................................................17 3.1.1 Populasi ...................................................................................................17 3.1.2 Sampel.....................................................................................................18 3.1.3 Ukuran Sampel........................................................................................18 3.1.4 Teknik Sampling .....................................................................................19 3.2 Variabel ................................................................................................................19 3.2.1 Kuisioner .................................................................................................23 3.3 Metode Pengumpulan Data ..................................................................................23 3.4 Metode Analisis ....................................................................................................24 3.4.1 Uji Realibilitas ........................................................................................24 3.4.2 Uji Validitas ............................................................................................24 3.4.3 Uji Normalitas.........................................................................................25 3.4.4 Analisis Deskriftif ...................................................................................25 3.4.5 Analisis Korelasi Spearman ....................................................................25
3.4.6 Analisis Regresi Logistik ........................................................................26
BAB IV HASIL ANALISIS DATA DAN PEMBAHASAN ...............................................27
4.1 Analisis Deskriftif.................................................................................................27 4.1.1 Deskripsi Objek Penelitian......................................................................27
4.1.2 Gambaran Umum Responden .................................................................27
4.2 Analisis Data.........................................................................................................31 4.2.1 Uji Validitas dan Reliabilitas ..................................................................31 4.2.2 Analisis Deskriftif ...................................................................................34 4.2.3 Korelasi Spearman ..................................................................................36 4.2.4 Regresi Logistik ......................................................................................37 4.3 Pembahasan ..........................................................................................................42 4.3.1 Minat Beli Konsumen Terhadap Bauran Promosi Penjualan yang Dilakukan Hotel Dafam Cilacap ......................................................................42 4.3.2 Pengaruh Bauran Promosi Penjualan Terhadap Minat Beli Konsumen di Hotel Dafam Cilacap .................................................................43 4.3.3 Tingkat Pengaruh Minat Beli Konsumen Terhadap Bauran Promosi Penjualan di Hotel Dafam Cilacap ...................................................44
BAB V KESIMPULAN DAN SARAN .................................................................................46 5.1 Kesimpulan...........................................................................................................46 5.2 Saran .....................................................................................................................46
DAFTAR PUSTAKA ……………………………………………………………………….48 LAMPIRAN
DAFTAR TABEL
1.1 Tabel Jumlah Wisatawan yang Menginap di Hotel Berbintang........................................1
1.2 Tabel Penjualan Kamar Periode 2013...............................................................................3 2.1 Tabel Alat- Alat Promosi ................................................................................................13 2.2 Tabel Hipotesis................................................................................................................16 3.1 Tabel Ukuran Sampel......................................................................................................18
3.2 Tabel Operasional Variabel.............................................................................................20 3.3 Tabel Penilaian Skala Likert ...........................................................................................23 4.1 Tabel Uji Validitas ..........................................................................................................32 4.2 Tabel Uji Reliabilitas ......................................................................................................33 4.3 Tabel Uji Normalitas.......................................................................................................34 4.4 Tabel Hasil Pengolahan Data Deskriftif .........................................................................35 4.5 Tabel Hasil Deskriftif Seluruh Dimensi..........................................................................35 4.6 Tabel Hasil Korelasi Spearman.......................................................................................36 4.7 Tabel Pengujian Hipotesis ..............................................................................................37 4.8 Tabel Hosmer and Lemeshow Test .................................................................................38 4.9 Tabel Iteration History (Block 0)....................................................................................38 4.10 Tabel Iteration History (Block 1)..................................................................................38 4.11 Tabel Model Summary ..................................................................................................39 4.12 Koefisien Regresi ..........................................................................................................39 4.13 Tabel Hosmer and Lemeshow Test ...............................................................................40
4.14 Tabel Iteration History (Block 0)..................................................................................40 4.15 Tabel Iteration History (Block 1)..................................................................................40
4.16 Tabel Model Summary ..................................................................................................41
4.17 Koefisien Regresi ..........................................................................................................41
DAFTAR GAMBAR
2.1 Model Penelitian .............................................................................................................15 4.1 Diagram Profil Jenis Kelamin Respoonden ....................................................................28 4.2 Diagram Profil Usia Responden......................................................................................29
4.3 Diagram Profil Pekerjaan Responden .............................................................................30 4.4 Diagram Profil Pendapatan Respoden ............................................................................31
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CURRICULUM VITAE
Personal Data
Hobby Characteristic
Full Name Sex Marital Status Height/Weight Blood Type Home Address Post Code Phone Mobile Phone E-mail Citizen Indonesian Reading Friendly, Fast Learner
Formal Education 2010 – Present 2007 – 2010 2004 – 2007 1998 – 2004
Politeknik Negeri Bandung, Administration Department, Major of Marketing Management Senior High School at SMKN 1 Bandung Junior High School at SMPN 22 Bandung Elementary School at SDN Ciujung I Bandung
1997 – 1998
Pre Elementary School at TK Aselia Bandung
Organization Experiences 2010 – Present 2010 – 2011 Skills Language Computer
Ayu Nur Dewi Lestari Female Single 158 cm / 47 Kg B Jl. Cikaso Selatan no 72A/41 Bandung West Java, Indonesia 40121 (+6222) 721 6283 +62 877 226 32 653 [email protected]
Member of Himpunan Mahasiswa Administrasi Niaga Politeknik Negeri Bandung Chief of Jurnalism POLBAN
Indonesia (Writing, Reading, Speaking) English (Writing, Reading, Speaking) Applications 1. Microsoft Office and Open Office (MS Word, MS Excel, MS Power Point, MS Access, MS Outlook).
