Kurniawan Saputra, Bima (2019) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KAYU OLAHAN DAN KAYU BULAT (Studi Kasus Pada UD.AB Putra Rimba di Pemalang). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh langsung dan tidak langsung kualitas produk, harga dan promosi terhadap keputusan pembelian kayu olahan dan kayu bulat. Penelitian ini menggunakan data primer dengan penyebaran kuesioner dan data sekunder. Populasi dalam penelitian yaitu konsumen UD.AB Putra Rimba jumlah sampel 100 responden menggunakan teknik purposive sampling. Analisis data penelitian ini menggunakan koefisien determinasi. Metode pengolahan data menggunakan software SPSS versi 25.0. Hasil penelitian ini menunjukkan bahwa variabel kualitas produk (X1) berpengaruh terhadap keputusan pembelian (Y) sebesar 14,4% dan signifikan. Kemudian variabel harga (X2) berpengaruh terhadap keputusan pembelian (Y) sebesar 11,6% dan signifikan. Selanjutnya promosi (X3) berpengaruh terhadap keputusan pembelian (Y) sebesar 3,6% dan tidak signifikan. Secara simultan kualitas produk, harga dan promosi berpengaruh terhadap keputusan pembelian (Y) sebesar 19,7% dan signifikan. Kata Kunci : Kualitas Produk, Harga, Promosi dan Keputusan Pembelian ABSTRACT The purpose of this study was to determine the direct and indirect effects of product quality, price and promotion on purchasing decisions for processed wood and logs. This study uses primary data by distributing questionnaires and secondary data. The population in this research is UD.AB Putra Rimba consumers with a sample size of 100 respondents using purposive sampling technique. Analysis of the data of this study uses the coefficient of determination. The data processing method uses SPSS software version 25.0. The results of this study indicate that the product quality variable (X1) influences purchasing decisions (Y) by 14.4% and is significant. Then the price variable (X2) influences the purchase decision (Y) by 11.6% and is significant. Furthermore promotion (X3) influences purchasing decisions (Y) by 3.6% and is not significant. Simultaneously product quality, price and promotion influence purchasing decisions (Y) by 19.7% and are significant. Keywords: Product Quality, Price, Promotion and Purchasing Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 14 Dec 2021 02:51 | ||||||||
| Last Modified: | 14 Dec 2021 02:51 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6227 |
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