PENGARUH SEGMENTASI PASAR BERDASARKAN MANFAAT (BENEFIT) TERHADAP KEPUTUSAN KONSUMEN MEMILIH SALON MUSLIMAH (MOZ5) CABANG MALL PTC PALEMBANG
| Main Author: | FEBI KINANTI, SUCI |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2015
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| Subjects: | |
| Online Access: |
http://eprints.polsri.ac.id/2398/1/FILE%20COVER.pdf http://eprints.polsri.ac.id/2398/2/FILE%20BAB%20I%20.pdf http://eprints.polsri.ac.id/2398/3/FILE%20BAB%20II.pdf http://eprints.polsri.ac.id/2398/4/FILE%20BAB%20III.pdf http://eprints.polsri.ac.id/2398/5/FILE%20BAB%20IV.pdf http://eprints.polsri.ac.id/2398/7/FILE%20BAB%20V.pdf http://eprints.polsri.ac.id/2398/6/FILE%20DAFTAR%20PUSTAKA.pdf http://eprints.polsri.ac.id/2398/ |
Daftar Isi:
- The purpose of this final report is to determine the effect of market segmentation based on benefits to the consumer decision in choosing Salon Muslim (Moz5) at PTC mall. independent variables consist of market segmentation based on benefits that have an dimension of quality, service, economic, responsiveness and the dependent variable is purchase decision. Methods of sampling at this final report is accidential sampling by using the formula Roscue. Data was collected by distributing questionnaires given to 50 respondents who are consumers of Salon Muslimah (Moz5). The data is processed by the Statistical Product and Service Solutions (SPSS) 22 for window. Based on the analysis, the authors came to the the test simultaneously showed that the variables of market segmentation based on benefits amounted to 17.966 and significant influence amounted to 0,000 on purchase decisions. Result of t test, variable market segmentation based on the merits of the most dominant influence on consumer decisions in this study is an dimension of responsiveness with the effect of 44.9% and a significant level of 0.001. Therefore, the authors suggest to Salon Muslimah (Moz5) to provide standardization to employees in doing his job as cream bath, haircut and body spa so that consumers get maximum results.