FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI PELANGGAN PADA USAHA KECIL MENENGAH RAPINO YUNIOR

Nila Dawanty, Carissa (2019) FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI PELANGGAN PADA USAHA KECIL MENENGAH RAPINO YUNIOR. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh desain produk, kualitas produk dan harga terhadap Minat Beli di Rapino Yunior UKM PIK Pulogadung, secara parsial dan simultan. Strategi penelitian yang digunakan adalah deskriptif dan asosiatif. Populasi dalam penelitian ini adalah pelanggan yang melakukan pembelian di Rapino Yunior UKM PIK Pulogadung selama tahun 2018, yaitu sebanyak 2.896 pelanggan, sedangkan jumlah sampel yang digunakan untuk penelitian ini sebanyak 97 orang pelanggan yang melakukan pembelian lebih dari 1 kali dan melakukan pembelian pada tahun 2018. Teknik analisis data yang digunakan yaitu uji statistik deskriptif, uji validitas dan reliabilitas, analisis koefisien determinasi dan uji hipotesis. Hasil penelitian menyimpulkan bahwa desain produk, kualitas produk dan harga secara parsial dan simultan mempunyai pengaruh yang positif dan signifikan terhadap minat beli konsumen pada Usaha Kecil Menengah Rapino Yunior yang berarti minat beli konsumen dipengaruhi oleh desain produk dan kualitas produk tas yang disediakan serta harga yang ditetapkan secara bersama-sama pada Usaha Kecil Menengah Rapino Yunior. Kata kunci : Desain produk, kualitas produk, harga, minat beli, Rapino Yunior ABSTRACT This study aims determine of influence product design, product quality and price to buying interest in Rapino Yunior UKM PIK Pulogadung, partially and simultaneously. The research strategy used descriptive and associative. The population in this study were customers who made purchases at Rapino Yunior UKM PIK Pulogadung during 2018, which were 2,896 customers, while the number of samples used for this study were 97 customers who made purchases more than once and made purchases in 2018. The data analysis technique used is descriptive statistical test, validity and reliability test, coefficient determination and hypothesis test. The results of the study concluded that product design, product quality and price partially and simultaneously had a positive and significant influence to consumer buying interest in Rapino Yunior Small and Medium Enterprises, which meant that consumers' buying interest was influenced by product design and product quality provided and prices set together in Rapino Junior Small and Medium Enterprises. Keywords : Product Design, Product Quality, Price, Interest Buying, Rapino Yunior

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Muhammad, Ramaditya UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Depositing User:	Ridho Adi Nugroho
Date Deposited:	02 Dec 2021 07:49
Last Modified:	02 Dec 2021 07:49
URI:	http://repository.stei.ac.id/id/eprint/6062

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