ANALISIS PENGARUH KEGIATAN PROMOSI, MANAJEMEN ANTRIAN DAN LINGKUNGAN TUNGGU TERHADAP PERSEPSI KONSUMEN AKAN WAKTU TUNGGU DI MCDONALD SURABAYA
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Abstract
Abstrak - Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kegiatan promosi, manajemen antrian dan lingkungan tunggu terhadap persepsi konsumen akan waktu tunggu khususnya pada McDonald di Surabaya. Penelitian ini juga menguji apakah kegiatan promosi dan manajemen antrian mempunyai pengaruh terhadap lingkungan tunggu. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM). Teknik pengambilan sampel dalam penelitian ini menggunakan non probability sampling. Data diperoleh secara langsung dari responden yang sesuai dengan karakteristik populasi yang ditentukan dengan cara menyebarkan kuesioner. Penelitian ini menggunakan jumlah sampel sebesar 150 responden. Hasil penelitian ini menunjukkan adanya pengaruh kegiatan promosi terhadap persepsi konsumen. Menunjukkan tidak adanya pengaruh manajemen antrian terhadap persepsi konsumen. Menunjukkan adanya pengaruh lingkungan tunggu terhadap persepsi konsumen. Menunjukkan adanya pengaruh kegiatan promosi terhadap lingkungan tunggu. Dan yang terakhir menunjukkan adanya pengaruh manajemen antrian terhadap lingkungan tunggu.
Kata Kunci: Pemasaran, Promosi, Perilaku konsumen, Garis tunggu
Abstract - The purpose of this research is for knowing and analyzing the influence of promotional activities, queue management, and waiting environment toward customers’ perception regarding waiting time. This research also analyzes the influence of promotional activities and queue management toward waiting environment. The data tabulation is processed with Structural Equation Modeling (SEM). The sampling technique in this research is using non probability sampling. The data is acquired directly from the respondent that appropriate with the population characteristic, determined by spreading the questioners. This research is using sample as much as 150 respondents. The Result of this research showed the influence of promotional activities on customer perception. Showed no influence of queue management on customer perception. Showed the influence of waiting environment on customer perception. Showed the influence of promotional activities on waiting environment. And lastly showed the influence of queue management on waiting environment.
Keywords: Marketing, Promotion, Consumer Behaviour, Waiting line.
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