Electronic Theses and Dissertation

Perkembangan teknologi digital mendorong perusahaan untuk menerapkan sistem pemasaran online dan offline secara bersamaan guna meningkatkan penjualan. Namun, perbedaan persepsi konsumen terhadap kedua sistem pemasaran tersebut dapat memengaruhi preferensi dan keputusan pembelian. Penelitian ini bertujuan untuk: 1) mengetahui persepsi konsumen terhadap sistem pemasaran offline dan online pada produk PT Bitata Food di Simpang Lima Grocery Store Kota Banda Aceh, 2) mengetahui perbedaan persepsi konsumen terhadap sistem pemasaran offline dan online pada produk PT Bitata Food di Simpang Lima Grocery Store Kota Banda Aceh. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan komparatif. Data primer diperoleh melalui penyebaran kuesioner kepada 97 responden yang terdiri dari 59 konsumen offline dan 38 konsumen online. Persepsi konsumen diukur berdasarkan atribut lokasi, kelengkapan produk, harga, promosi, kemudahan akses, informasi, dan kepercayaan publik. Metode analisis data yang digunakan adalah analisis statistik deskriptif dan uji t (Independent t-Test). Hasil penelitian menunjukkan bahwa persepsi konsumen terhadap sistem pemasaran offline dan online PT Bitata Food berada pada kategori baik. Hasil uji t menunjukkan terdapat perbedaan persepsi konsumen yang signifikan antara sistem pemasaran offline dan online pada beberapa atribut yang diuji. Temuan ini diharapkan dapat menjadi bahan pertimbangan bagi PT Bitata Food dalam mengevaluasi dan mengembangkan strategi pemasaran yang lebih efektif sesuai dengan persepsi dan preferensi konsumen.

The rapid development of digital technology has encouraged companies to implement both online and offline marketing systems simultaneously to increase sales. However, differences in consumer perceptions of these two marketing systems may influence consumer preferences and purchasing decisions. This study aims to: (1) examine consumer perceptions of the offline and online marketing systems for PT Bitata Food products at Simpang Lima Grocery Store, Banda Aceh City and (2) analyze the differences in consumer perceptions between the offline and online marketing systems for PT Bitata Food products at Simpang Lima Grocery Store, Banda Aceh City. This study employed a quantitative method using descriptive and comparative approaches. Primary data were collected through questionnaires distributed to 97 respondents, consisting of 59 offline consumers and 38 online consumers. Consumer perceptions were measured based on the attributes of location, product completeness, price, promotion, ease of access, information, and public trust. The data were analyzed using descriptive statistical analysis and the Independent Samples t-test. The results indicate that consumer perceptions of both the offline and online marketing systems of PT Bitata Food fall into the good category. The results of the Independent Samples t-test reveal significant differences in consumer perceptions between the offline and online marketing systems for several of the attributes examined. These findings are expected to serve as a reference for PT Bitata Food in evaluating and developing more effective marketing strategies that align with consumer perceptions and preferences.