ANALISIS PERSEPSI KONSUMEN TERHADAP POTONGAN HARGA (DISKON) DI MATAHARI DEPARTEMENT STORE MALANG TOWN SQUARE
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.
Bagi Matahari Departement Store Malang Town Square, sebaiknya memberikan kebijakan harga
diskon lebih besar dibanding Departement Store yang lain. Potongan harga (diskon) juga dapat
dijadikan promo andalan bagi Matahari Departement Store Malang Town Square, bukan hanya
pada saat hari libur (weekend) dan harihari besar saja, tetapi dapat memberikan diskon setiap
hari.
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.
For Matahari Department Store of Malang Town Square, it will be better if they give discount
policy than others. Beside that discount may be become a promotion to Matahari Department
Store of Malang Town Square, it is not just in holiday (weekend) and others holiday, but it may
give discount everyday.
(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.
Bagi Matahari Departement Store Malang Town Square, sebaiknya memberikan kebijakan harga
diskon lebih besar dibanding Departement Store yang lain. Potongan harga (diskon) juga dapat
dijadikan promo andalan bagi Matahari Departement Store Malang Town Square, bukan hanya
pada saat hari libur (weekend) dan harihari besar saja, tetapi dapat memberikan diskon setiap
hari.
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.
For Matahari Department Store of Malang Town Square, it will be better if they give discount
policy than others. Beside that discount may be become a promotion to Matahari Department
Store of Malang Town Square, it is not just in holiday (weekend) and others holiday, but it may
give discount everyday.