STRATEGI : TREND MODE FASHION, KEMENARIKAN PROMOSI DAN ORIENTASI KEPUASAN KONSUMEN TERHADAP KINERJA PENJUALAN (Studi pada Butik Felucy Wilayah Fatmawati Semarang)

SAPUTRI, AMALLIA AYU, E2A014041 (2018) STRATEGI : TREND MODE FASHION, KEMENARIKAN PROMOSI DAN ORIENTASI KEPUASAN KONSUMEN TERHADAP KINERJA PENJUALAN (Studi pada Butik Felucy Wilayah Fatmawati Semarang). Sarjana / Sarjana Terapan (S1/D4) thesis, ["eprint_fieldopt_institution_Universitas Muhammadiyah Semarang" not defined].

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Abstract

Fashion needs to be handled properly and must frequently update new trend models to keep consumers interested. Promotion strategies, promotional activities and marketing strategy pressures that are oriented towards increasing customer satisfaction are equally important as the distribution of Multi Level Marketing products. This study aims to determine the effect of Fashion Mode Trend, Attractiveness Promotion and Orientation of Customer Satisfaction on Sales Performance. Samples of this study were 100 respondents. The method used is accidental sampling. This study uses multiple linear regression analysis. The test results of the coefficients from multiple linear regression analysis prove that the Trend Mode Fashion variable (X1) has a positive and significant influence on the Sales Performance of Felucy's Boutique. This is evidenced by the value of t hitung greater than t tabel, is 4.713> 1.66 with a significance level is 0.000 (0%) <0.01 (1%), Promotional Interest (X2) has a positive and significant effect on Felucy's Boutique Sales Performance. This is evidenced by the value of t hitung greater than t tabel which is 8.215> 1.66 with a significance value is 0.000 (0%) <0.01 (1%) and the Customer Satisfaction Orientation (X3) has a positive and significant effect on Boutique Sales Performance Felucy. This is proved by the value of t hitung greater than t tabel which is 2.865> 1.66 with a significance value is 0.005 (0.5%) <0.01 (1%). Fashion Mode Trend, Promotion Attractiveness and Consumer Satisfaction Orientation simultaneously has a positive and significant effect on Sales Performance with R2 coefficient of determination is 0.681 or 68.1%. The most dominant independent variable is the Interest Attractive variable which is seen from the Standardized Coefficient value, there is a coefficient is 0.540, while the Fashion Mode Trend coefficient is only 0.280 and the Customer Satisfaction Orientation coefficient is 0.205. Keywords: Fashion Mode Trend, Attractiveness Promotion, Orientation of Consumer Satisfaction and Sales Performance.

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