CD Skripsi

Peta Persepsi Konsumen Pada Toko Oleh-Oleh Di Kota Pekanbaru

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AGUNG PRASTIYO
This study aims to analyze the consumer perception map of various store image
indicators in souvenir shops in the city of Pekanbaru, especially for consumers who
have shopped at three souvenir shops which are the object of this research in an
effort to understand the dynamics of competition in the souvenir shop market. This
research uses a quantitative approach with descriptive research type using Non
Probability Sampling method with Purposive Sampling technique. This study
conducted a survey, namely a questionnaire in the data collection process. The
population of this study were all consumers who had shopped at the three souvenir
shops designated as the object of research. The number of samples in this study
amounted to 100 respondents in the form of consumers who have shopped at three
souvenir shops which are the object of research in the age range of 17 years and over
and have shopped in the last 1 year. The data analysis technique in this study uses Multi
Dimensional Scaling (MDS) using SPSS version 22.0. This study produces a perception map,
namely Viera and Nadhira stores excel in creating an image as an informative, attractive,
and comfortable store, while Insyira stores stand out in the aspect of added value for
consumers through competitive prices, product diversity, and additional services. No store is
dominant in the aspects of product quality, direct service, or overall store atmosphere.
Keywords: Consumer perception, Store image, Gift shop, Multidimensional Scaling
Analysis, Perception map

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002134866

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002134866

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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