SARI, LUTFI KURNIA (2014) EFEKTIVITAS KOMUNIKASI INTERPERSONAL OLA BAKERY TERHADAP KEPUTUSAN MEMBELI ROTI “OLA BAKERY” PADA KONSUMEN DI YOGYAKARTA. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK
Komunikasi interpersonal dianggap paling efektif untuk mengubah sikap,
pendapat dan perilaku seseorang. Efektivitas komunikasi interpersonal memiliki
lima karakteristik yaitu keterbukaan, empati, dukungan, kepositifan, dan
kesamaan yang berpengaruh dalam mengambil keputusan dalam membeli. Toko
roti Ola Bakery dikenal luas masyarakat, hal tersebut disebabkan Ola menawarkan
produk beragam berkualitas dengan harga yang terjangkau. Rumusan masalah
dalam penelitian ini adalah apakah ada pengaruh efektivitas komunikasi
interpersonal terhadap keputusan membeli roti “Ola Bakery” di Yogyakarta.
Penelitian ini bertujuan untuk mengetahui efektivitas komunikasi interpersonal
terhadap keputusan membeli roti Ola bakery di Yogyakarta. Teori yang dipakai
dalam penelitian ini yaitu teori S-O-R, yang menjelaskan bahwa perubahan sikap
pada individu tergantung pada proses yang terjadi pada individu. Stimulus atau
pesan yang disampaikan kepada komunikator mungkin diterima atau mungkin
ditolak oleh komunikan. Komunikasi akan berglangsung jika ada perhatian dari
komunikan. Proses berikutnya komunikan akan mengerti, Setelah komunikan
mengolah dan menerimanya, maka terjadilah perubahan sikap (keputusan
membeli roti Ola Bakery). Jenis dari penelitian ini yaitu penelitian survei dan
teknik analisis data menggunakan regresi linier sederhana. Hasil analisis diperoleh
efektivitas komunikasi interpersonal di Ola Bakery sebagian besar masuk kateori
tinggi yaitu sebesar 85,6%, keputusan pembelian responden sebagian besar masuk
kategori tinggi yaitu sebesar 90%. Hasil analisis regresi menunjukkan bahwa
efektivitas komunikasi interpersonal mampu menjelaskan keputusan pembelian
roti Ola Bakery sebesar 47,9%, sedangkan sisanya 52,1 (100%-47,9%) dijelaskan
oleh variabel lain diluar model dalam penelitian ini.
Kata Kunci :komunikasi interpersonal, keputusan pembelian
ABSTRACT
Interpersonal communication is suggested to be most effective in changing
one’s attitude, opinion, and behavior. Interpersonal communication effectiveness
has five characteristics, they are: openness, empathy, support, positivity, and
equality, so these five characteristics have influences for someone’s decisionmaking to buy. Ola Bakery bakery is widely well-known by the people, this is
because Ola offers various quality products with cheap price for all people.
Problem formulation in this research was about the influence of interpersonal
communication effectiveness in Ola Bakery to decision making of “Ola Bakery”
bread-buying in Yogyakarta. This research aims to know the effectiveness of
interpersonal communication in decision making of “Ola Bakery” bread-buying in
Yogyakarta. Theory for this research uses S-O-R theory which explains that the
changing of attitude in individuals depends on the process occuring to them.
Stimulus or message which is delivered from a person to other person or from an
addresser to addressee can be either received or rejected. Communication will be
taking place if there is attention from the communicants or informers. The next
process, the person whom received the stimulus or message will understand after
s/he processed it and as the effect, there will be a change in attitude (decision to
buy Ola Bakery bread). Type of this research was a survey research and data
analysis technique used simple linear regression. Result of analysis gains that
effectiveness of interpersonal communication in Ola Bakery is mostly in high
category which is of 85.6%, decision to buy from the participants is mostly in
high category which is of 90%. Result from regression analysis shows that
effectiveness of interpersonal communication which is explainable for decision to
buy Ola Bakery is of 47.9%, and the rest of 52.1% (100%-47.9%) are explained
by other variables out of the model in this research.
Keywords: interpersonal communication, buying decision
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Ratna Sufiatin |
| Date Deposited: | 28 Oct 2016 03:37 |
| Last Modified: | 28 Oct 2016 03:37 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8146 |
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