PENGARUH BRAND DRIVERS TERHADAP PERILAKU PERPINDAHAN TEMPAT BERKUMPUL DI KOTA SEMARANG DENGAN KEPUTUSAN PEMILIHAN SEBAGAI VARIABEL INTERVENING (Studi Pada Mahasiswa Universitas Diponegoro Semarang)
Abstract: The problem of this
research begins when in big cities a lot of popping place cafe that is built
according to the tastes and needs of young people. In the city of Semarang, the
number of cafes suitable for hangout spread throughout the city, one of which
is phenomenal Han's Coffee. Coffee Coffee Han on Kusumawardani Street, Pleburan
Village. Facilities and menu Han's Coffee Semarang quite diverse, ranging from
drinks, snacks and have a concept free of drugs and liquor, so no wonder Han's
Coffee Semarang crowded from morning to night, let alone Han's Coffee Semarang
open for 24 hours.
The purpose of this study is to determine the effect of product, service
quality, facilities and price on the displacement behavior. The method of this
research is quantitative with the data instrument that got the questionnaire
distributed to 100 respondents by using proportional random sampling technique,
because the researcher divide the date on Tuesday (quiet) and crowded
(Saturday) according to the proportion.
The results of this study used multiple linear regression formula with
the help of SPSS; product, service quality and facilities partially or
simultaneously. Furthermore, the variables of facilities, prices and purchasing
decisions partially to the movement of the gathering place. Product variables
and quality of partial service are not migratory to the shifting place of
assembly. Simultaneously the product variables, service quality, facilities,
price and purchase decisions affect the movement of the gathering place.
The end result (X1), quality (X2), price (X3), price (X4) and purchasing
decision (Y1) orientation to the shifting place (Y2). As the magnitude of
influence is 0.265 or 26.5 percent, meaning 100% -26.5% = 73.5% are independent
variables of independent variables outside product variables (X1), service
quality (X2), facility (X3) , price (X4) and purchase decision (Y1). From variable
free variable see facility variable (X3) is the most dominant variable
influence the movement of camping place, that is equal to 30,7 percent.
Keywords: brand drivers,
shifting places of assembly and purchase decisions
Penulis: Wahyu Ruland Ugaje,
Suryono Budi Santoso
Kode Jurnal: jpmanajemendd171009
