Sari, Permata Nirwana (2015) POLA PERSEPSI KONSUMEN PADA KAFE TANAMERA COFFEE DAN KAFE PAVILIUN 28 DALAM KONTEKS PENERAPAN VISUAL MERCHANDISING. Tesis (S2) - thesis, Universitas Bakrie.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui Pola Persepsi Konsumen Terhadap Penerapan Visual Merchandising di Kafe Tanamera Coffee dan Kafe Paviliun 28. Populasi dalam penelitian ini adalah pelanggan Tanamera Coffee dan Paviliun 28 dengan melibatkan 50 responden dari masing-masing kafe yang dilakukan pada bulan Juli 2015. Data penelitian ini diperoleh dari kuseioner yang dibagikan kepada para konsumen yang datang di Tanamera Coffee dan Paviliun 28 dan beberapa observasi serta wawancara langsung dengan pihak terkait. Hasil penelitian mengidikasikan adanya pengaruh yang kuat antara penerapan Visual Merchandising terhadap persepsi konsumen, khususnya beberapa elemen Visual Merchandising seperti aroma, properti dan pencahayaan. Kesimpulan dari penelitian ini adalah konsumen akan melakukan pembelian ulang di Tanamera Coffee dan Paviliun 28 jika pelayanan di dan penerapan Visual Merchandising di Tanamera dan Paviliun 28 dapat memuaskan konsumennya. Kata Kunci : Kafe, Visual Merchandising, persepsi, penerapan, sikap konsumen The purpose of this study is to discover the perception of customer perception pattern through the implementation of Visual Merchandising at Tanamera Coffee and Paviliun 28. Population in this research is the customer Tanamera Coffee and Pavilion 28 involving 50 respondents from each cafe was conducted in July 2015. The research data obtained from questionnaires distributed to consumers who coming at Tanamera Coffee and Paviliun 28 and some observation as well as interview with the relevant parties The result indicates that implementation of Visual Merchandising have strong impact to cutomer perception, particularly some elements of Visual Merchandising such as aroma, properties and lighting. The conclusion of this study is that consumers will make purchases at Tanamera Coffee and Paviliun 28 if the service and implementation of Visual Merchandising at Tanamera and Paviliun 28 can satisfy customers. Keywords : Café, Visual Merchandising, perception, implementation, customer behaviour
| Item Type: | Thesis (Tesis (S2) - ) |
|---|---|
| Uncontrolled Keywords: | Kafe, Visual Merchandising, persepsi, penerapan, sikap konsumen, Café, perception, implementation, customer behaviour |
| Subjects: | Marketing > Branding (Marketing) Customer Behavior Thesis > Thesis (S2) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management |
| Depositing User: | Permata Nirwana Sari |
| Date Deposited: | 18 Aug 2016 09:05 |
| Last Modified: | 18 Aug 2016 09:05 |
| URI: | https://repository.bakrie.ac.id/id/eprint/205 |
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