II. TI JAUA PUSTAKA
2.1. Pemasaran
et al
2.2. Jasa
2.2.1 Karakteristik Jasa
+ ,
- .
1
outcome
2 3
nonstandarized output
4
5
2.2.2 Kualitas Jasa
1
7 8
6
9 2
- .
Tangibles -
front office,
Reliability -
2 Responsiveness
-
4 Assurance
-
Emphaty -
2.2.3 Bauran Pemasaran Jasa
6 -
.
7
2
7 integrated
marketing communication
4 7
7 7
; ;
8 =
tangible
,
6
2.3. Perilaku Konsumen
1
- .
1 1
4
2.4. Faktor faktor yang Mempengaruhi Perilaku Konsumen
,
-
Gambar 2. Faktorfaktor yang Mempengaruhi Perilaku Pembelian
Kotler dan Amstrong,2007
1 1
1 1
7
1 =
5 7
1
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. 1
-
1
1 1
1 1
1
1 -
1
-
.
2
4
1
1
2
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7
1 =
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5
5
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4
-
1
Gambar 3. Hierarki Kebutuhan Menurut Maslow Kotler, 2005
; -
1
1 1
1 1
2.5. Pengambilan Keputusan Konsumen
,
5 4-
Gambar 4. Proses Pengambilan Keputusan Konsumen Kotler dan Amstrong,2007
.
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1
2 =
4
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1 1
7
2.6. Preferensi Konsumen
? dalam
.
7 -
. +
-
+ +
2 +
8 -
. Object
A
Objective A
2 Occupant 1
A
4 Occasion
A 1
Operation A
7
8 Organization 1
A
2.7. Restoran
2 dalam 1
. -
. A ’la Carte Restaurant
B
Table D’hote Restaurant
2 Coffee Shop
Brasserie
American Service Ready on plate service
Buffet 4
Cafetaria Cafe
Canteen
coffe break
8 Continental Restaurant
1
, Carvery
6 Dining Room
Dining Room
: Dischoteque
livebrand
snack. .
Fish and Chip Shop
+
.. Griil Room
Grill Room Steak House
. Inn Tavern
1 B
.2 7ight ClubSuper Club
.4 Pizzeria pizza
. Pan Cake HouseCreperie
Pan Cake Crepe
.8 Pub Pub
B
counter
7 snack
pies sandwich 1
Pub ., Snack BarCafeMilk bar
counter
hamburger sausage sandwich
.6 Speciality Restaurant
+
.: Terrace Restaurant
Gourmet Restaurant
B B
. Family Type Restaurant
Main Dining Room
1 C
2.8. Analisis Faktor
3
3
1 4
1
D C
surrgogate cariabels summated scale
dalam 8
- .
2.9. Penelitian Terdahulu
8 Factory Outlet 1
. factory outlet
factory outlet 2
factory outlet
purposive accidental random sampling
product moment pearson cronbach
Microsoft SPSS versi 12.0 for Windows
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1 +
8 factory outlet
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1 0 8 E 0 ? 2.E
2 7
7 +
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factory outlet. ? 22
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III. METODOLOGI PE ELITIA
3.1. Kerangka Pemikiran Penelitian
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