PENGARUH HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MEMBELI SEPATU ADIDAS (Studi Kasus Pada Toko Gemar & Toko Rajin Sport Di Kramat Jati)

Oktvianda Winata, Maulana (2019) PENGARUH HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MEMBELI SEPATU ADIDAS (Studi Kasus Pada Toko Gemar & Toko Rajin Sport Di Kramat Jati). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi dan lokasi terhadap keputusan konsumen membeli sepatu Adidas di Toko Sport Kramat Jati. Penelitian ini menggunakan data primer dengan penyebaran kuesioner. Populasi dalam penelitian yaitu pelanggan Toko Gemar Sport dan Toko Rajin Sport dengan jumlah sampel 97 responden menggunakan teknik purposive sampling. Analisis data penelitian ini menggunakan koefisien determinasi parsial dan simultan dengan metode pengolahan data menggunakan yaitu SPSS 22.0 Hasil penelitian ini menunjukan bahwa variabel harga berpengaruh signifikan terhadap keputusan pembelian dengan nilai sebesar 0,019 < 0,05. kemudian variabel promosi berpengaruh tidak signifikan terhadap keputusan pembelian dengan nilai sebesar 0,242 > 0,05. Dan kemudian variabel lokasi berpengaruh signifikan terhadap keputusan pembelian dengan nilai sebesar 0,000 < 0,05. Sehingga secara simultan variabel harga, promosi dan lokasi berpengaruh signifikan dengan nilai sebesar 0,000 < 0,05. ABSTRACT This study aims to analyze the influence of price, promotion and location to purchase decision of consumers to buy Adidas shoes at Kramat Jati Sport Shop. This study uses primary data by distributing questionnaires. The population in the study were Gemar Sport Shop customers and Rajin Sport Shop with a sample of 97 respondents using purposive sampling technique. The data analysis of this study uses a coefficient of partial determination and simultaneous data processing method using SPSS 22.0 The results of this study indicate that the price variable has a significant effect on purchasing decisions with a value of 0.019 <0.05. then the promotion variable has no significant effect on purchasing decisions with a value of 0.242> 0.05. And then the location variable has a significant effect on purchasing decisions with a value of 0,000 <0,05. So that simultaneously the price, promotion and location variables have a significant effect with a value of 0,000 <0,05. Keywords: Price, Promotion, Location, Purchase Decision

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorNoersanti, LinaUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 08 Dec 2021 08:01
Last Modified: 08 Dec 2021 08:01
URI: http://repository.stei.ac.id/id/eprint/6139

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