ANALISIS PERSEPSI KONSUMEN TERHADAPPOTONGAN HARGA
(DISKON) DI MATAHARIDEPARTEMENT STORE MALANG TOWN
SQUARE
Oleh: Mukholifah ( 04610079 )
Communication Science Dibuat: 20090630 , dengan 3 file(s).
Keywords: Persepsi, potongan harga (diskon)
ABSTRAK
Judul “Analisis Persepsi Konsumen Terhadap Potongan Harga (Diskon) Di Matahari
Departement Store Malang Town Square”. Tujuan dari penelitian ini adalah untuk mengetahui persepsi konsumen terhadap potongan harga (diskon) di Matahari Departement Store Malang Town Square dalam arti pemaknaan penting dan tidak pentingnya potongan harga.
Metode analisis yang digunakan yaitu analisis deskriptif. Sedangkan penghitungan antara lain dengan menyusun tabulasi data dari kuisioner yang telah dikumpulkan, menyusun tabel distribusi frekuensi, menentukan rentang skala, menentukan skala penilaian tiap kriteria.
Hasil penelitian dengan alat analisis tersebut di atas ditentukan bahwa diketahui skor seluruh indikator variabel diskon kuantitas memiliki skor ratarata sebesar 3,71 yang masuk dalam kategori setuju, jadi dapat disimpulkan persepsi konsumen mengenai diskon kuantitas positif. Kemudian skor seluruh indikator variabel diskon musiman memiliki skor ratarata sebesar 3,47 yang masuk dalam kategori setuju, jadi dapat disimpulkan persepsi konsumen mengenai diskon musiman positif. Variabel diskon harga obral memiliki skor ratarata sebesar 3,1 yang masuk dalam kategori netral atau mendekati setuju, jadi dapat disimpulkan persepsi konsumen mengenai diskon harga obral positif. Skor seluruh indikator variabel persepsi konsumen memiliki skor ratarata sebesar 3,84 yang masuk dalam kategori setuju, jadi dapat disimpulkan persepsi konsumen mengenai indikator tersebut positif.
Berdasarkan hasil penelitian tentang “Persepsi Konsumen Terhadap Potongan Harga Di Matahari Departement Store Malang Town Square”, bahwa konsumen menganggap penting adanya
potongan harga (diskon) di matahari departement store Malang Town Square. Dengan adanya kesimpulan bahwa konsumen menganggap penting adanya potongan harga, dapat diambil kesimpulan bahwa persepsi konsumen terhadap potongan harga di Matahari Depatement Store Malang Town Square dinilai positif.
ABSTRACT
The title “Analysis of Consumer Perception to Discount in Matahari Department Store of Malang Town Square. The goal of this study is to know consumer perception to discount in Matahari Department Store of Malang Town Square in both important or unimportant meaning. The analysis method which be used is descriptive analysis. While the calculation such as
construction of data tabulation of questionnaire which be collected, arrange table of frequency distribution, determination of scale range, determination of value scale in every criteria. The study result by analysis tool above is determined that is known all of score in indicator of quantitydiscount variable have average score about 3,71 which in agree category. Thus it is concluded that consumer perception concerning quantity discount is positive. Then it is known all of score in indicator of climatediscount variable have average score about 3,47 which in agree category, thus it is concluded that consumer perception concerning climatediscount is positive. Then it is known all of score in indicator of clearance salediscount variable have average score about 3,1 which in neutral category, thus it is concluded that consumer perception concerning clearance salediscount is positive. All of score in indicator of consumer perception discount variable have average score about 3,84 which in agree category, thus it is concluded that consumer perception concerning indicator is positive.
Based on the study result of Consumer Perception to Discount in Matahari Department Store of Malang Town Square that consumer consider important to give discount in Matahari Department Store of Malang Town Square. Based on the conclusion that consumer consider important for discount, it may be taken conclusion that consumer perception to discount in Matahari
Department Store of Malang Town Square is posivite.
