Rohman, Evany Dwi (2022) PENGARUH ORIENTASI PASAR INOVASI DAN KREATIVITAS TERHADAP KEPUTUSANPEMBELIAN (Studi Kasus pada Matahari Departement Store Arion Mall ). Skripsi thesis, Sekolah Tinggi Ilmu Ekononi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Orientasi Pasar, Inovasi dan kreativitas terhadap Keputusan Pembelian. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif, yang dianalisis dengan pendekatan survey yaitu pengumpulan data dan penilaian responden dengan menggunakan kuesioner dan diolah menggunakan IBM SPSS 2500. Populasi dari penelitian ini adalah Departement Store Arion Mall. Sam-pel penelitian ini berdasarkan metode Rao Purba Margin Of Eror, dengan sampel se-banyak 100 responden pada penelitian ini. Teknik pengumpulan data menggunakan kuisioner. Pengolahan data dengan Pengujian hipotesis menggunakan Uji t. Berdasarkan hasil penelitian ini membuktikan bahwa (1) Orientasi Pasar ber-pengaruh terhadap Keputusan Pembelian Matahari Departement Store Arion Mall, (2) Inovasi tidak berpengaruh teradap Keputusan Pembelian Matahari Departement Store Arion Mall, (3) Kreativitas berpengaruh terhadap Keputusan Pembelian Matahari De-partement Store Arion Mall. Kata Kunci : Orientasi Pasar, Inovasi, Kreativitas dan Keputusan Pembelian EFFECT MARKET ORIENTATION INNOVATION AND CREATIVITY ON PURCHASING DECISION (Case Study On Matahari Departement Store Arion Mall) ABSTRACK This study aims to determine the effect of market Orientation Innovation and Creativity on Purchasing Decision. This study uses an associative type with a quantitative approach, whichs analyzed with a servey approach, namely data collection aad respondent assement sing a questionnaire and processed using IBM SPSS 25.00. The population of this study the Matahari Departement Store Arion Mall. The samples of this sudys were based on the Rao Purba Margin Of Error Method, with a sample of 10 respondnen this study. Data collection techniques using questionnaires. Data processing with hypothesis testing using t test. Based on the result of this study, its proven that (1) Market Orientation has an effect on the Purchase Decision of Matahari Departement Store Arion Mall, (2) Innovation has no effect on the Purchase Decision of Matahari Departement Store Ario Mall, (3) Creativity has an effect on the Purchase Decision of Matahari Departement Store Arion Mall. Keywords : Market Orientation, Innovation, Creativity and Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Evany Dwi Rohman | ||||||||
| Date Deposited: | 30 Dec 2022 01:22 | ||||||||
| Last Modified: | 30 Dec 2022 01:22 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9217 |
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