Ummi Nurzannah Dalimunthe, Ade Parlaungan Nasution, J. Lubis
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摘要

直接营销的应用通常可以增加对消费者的产品和服务的销售,因为这些活动将直接获得消费者的反应或反馈。本研究的目的是部分自变量“产品质量”(X1)、“产品属性”(X2)、“服务”(X3)和“差异化”(X4)对因变量“直销”(Y)的影响。本研究的研究设计强调描述性研究与定量研究相结合。人口和样本是在2023年1月至2月期间访问加州炸鸡(CFC) Suzuya Mall Rantauprapat的顾客。总体和样本的确定方法一般采用最大似然估计(Maximum Likehood Estimation, MLE),根据变量指标的整体数量5 × 20(个指标)估计,调查样本数量在100-200个样本之间,故样本集为250个样本。抽样技术使用有目的的抽样(即无论被调查者是谁,kebutulan与加州炸鸡(CFC) Suzuya Mall Rantauprapat的研究人员会面)。笔者使用的量表技术选择了李克特量表。至于数据分析技术在解决问题方面,采用智能PLS v.4 0应用预测模型进行了研究。从研究结果可以看出,产品质量(X1)和服务(X3)变量对直销的影响不显著,产品属性(X2)和差异化(X4)变量对直销的影响显著。此外,研究发现直销变量具有良好的因变量作用
本文章由计算机程序翻译,如有差异,请以英文原文为准。
HUBUNGAN STRATEGI BISNIS FASTFOOD MELALUI DIRECT MARKETING STUDI KASUS CALIFORNIA FRIED CHICKEN SUZUYA MALL RANTAUPRAPAT
The application of direct marketing can generally increase sales of products and services to consumers because these activities will directly obtain a response or feedback from consumers. The purpose of this study is partially independent variables Product Quality (X1), Product Attributes (X2), Service (X3) and Differentiation (X4) affect the dependent variable Direct Marketing (Y). The research design relevant to this research emphasizes descriptive research collaboration with a quantitative approach. The population and sample are customers who visit California Fried Chicken (CFC) Suzuya Mall Rantauprapat in the January-February 2023 period. The method of determining the population and sample generally uses Maximum Likehood Estimation (MLE), the number of samples in the survey ranges from 100-200 samples estimated based on the number of variable indicators as a whole 5 x 20 (indicators), so the sample set is 250 samples. The sampling technique uses purposive sampling (ie whoever the respondent is who kebutulan meets with the researcher at the California Fried Chicken (CFC) Suzuya Mall Rantauprapat). The scale technique used by the author chooses a Likert scale. As for data analysis techniques in solving problems with the Smart PLS v.4.0 application to predict the model tested in the study. From the results of the study it can be concluded that the variables of product quality (X1) and service (X3) have no significant effect on direct marketing and product attributes (X2) and differentiation (X4) have a significant effect on direct marketing. In addition, the findings of the research direct marketing variable has a good role as the dependent variable
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