HUBUNGAN KUALITAS PRODUK, PERSEPSI HARGA DAN LOKASI DENGAN KEPUTUSAN PEMBELIAN (Studi Kasus Pizza Hut Matraman Jakarta Timur )

ANGGRAENI, ANGGRAENI (2019) HUBUNGAN KUALITAS PRODUK, PERSEPSI HARGA DAN LOKASI DENGAN KEPUTUSAN PEMBELIAN (Studi Kasus Pizza Hut Matraman Jakarta Timur ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Tujuan penelitian ini untuk mengetahui bagaimana hubungan antara kualitas produk, harga dan lokasi dengan keputusan pembelian di Pizza Hut Matraman. Sampel penelitian ini sebanyak 97 orang pelanggan, yang dipilih dengan teknik purposive sampling. Metoda analisis yang digunakan adalah koefisien korelasi parsial dan berganda, serta pengujian hipotesis secara parsial maupun simultan. Hasil penelitian ini menunjukan : (1) koefisien korelasi parsial antara kualitas produk dengan keputusan pembelian senilai 0,483. Hasil uji hipotesis secara parsial 0,000; (2) koefisien korelasi parsial antara persepsi harga dengan keputusan pembelian senilai 0,292. Hasil uji hipotesis secara parsial 0,004; koefisien korelasi parsial antara lokasi dengan keputusan pembelian senilai 0,223. Hasil uji hipotesis secara parsial 0,030; (4) Koefesien korelasi berganda antara kualitas produk, persepsi harga, dan lokasi dengan keputusan pembelian sebesar 0,741. Hasil uji hipotesis secara simultan senilai 0,000. Kesimpulan dari hasil penelitian ini : (1) koefisien korelasi parsial kualitas produk dengan keputusan pembelian positif dan signifikan; (2) koefisien korelasi parsial persepsi harga dengan keputusan pembelian dengan keputusan pembelian positif dan signifikan; (3) koefisien korelasi parsial lokasi dengan keputusan pembelian positif dan signifikan; (4) Koefisien korelasi berganda kualitas produk, persepsi harga , dan lokasi dengan keputusan pembelian positif dan signifikan. Kata Kunci : Kualitas Produk, Persepsi Harga, Lokasi dan Keputusan Pembelian. ABSTRACT The purpose of this study is to know how the relation between product quality, price perseption, and location with purchase decision Pizza Hut Matraman. The sample of this research is 97 customer, selected by purposive sampling technique. The analysis method used are partial and multiple correlation coefficient, and hypothesis testing partially or simultaneously. The results of this research are : (1) Partial correlation coefficient between product quality and purchase decision valued at 0.483. The hypothesis test result is partially 0,000; (2) Partial correlation coefficient between price perception and purchase decision valued at 0.292. The hypothesis test result is partially 0.004; (3) Partial correlation coefficient between location and purchase decision valued at 0.223. The hypothesis test result is partially 0.030; (4) Coefficient of multiple correlation between product quality, price perception, and location with purchase decision of 0.741. The hypothesis test result simultaneously 0.000 value. The conclusion of the results of this research are : (1) Partial correlation coefficient between product quality with purchase decision is a positive and significant; (2) Partial correlation coefficient between price perception with purchase decision is a positive and significant;(3) Partial correlation coefficient between location with purchase decision is a positive and significant;(4) Multiple correlation coefficient between product quality, price perception, and location with purchase decision. is a positive and significant correlation Keywords : Product Quality, Price Perception, Location and Purchase Decision.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Sumitro, Sumitro UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ridho Adi Nugroho
Date Deposited:	02 Dec 2021 06:59
Last Modified:	02 Dec 2021 06:59
URI:	http://repository.stei.ac.id/id/eprint/6057

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