YUSKA, HAFIZAH (2019) PENGARUH PROMOSI, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ( Studi pada gerai HAUS! di Bekasi ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menguji apakah pengaruh Promosi terhadap Keputusan Pembelian, pengaruh Kualitas Produk terhadap Keputusan pembelian, pengaruh Harga terhadap Keputusan Pembelian di gerai HAUS! di Bekasi. Penelitian ini menggunakan jenis penelitian sosiatif/Kuantitatif yang diukur dengan perhitungan koefisien Determinasi (parsial dan simultan) serta pengujian hipotesis dengan SPSS 25.0. Populasi sasaran dari penelitian ini adalah konsumen Gerai HAUS!dengan menyebarluaskan kuesioner. Metode pengambilan sampel menggunakan teknik sensus, dengan jumlah sampel sebanyak 55 responden. Hasil penelitian menyimpulkan, (1) Promosi secara parsial berpengaruh signifikan terhadap Keputusan Pembelian, (2) Kualitas Produk secara parsial tidak berpengaruh signifikan terhadap Keputusan Pembelian, (3) Harga secara parsial tidak berpengaruh signifikan terhadap Keputusan Pembelian, (4) Promosi, Kualitas produk, harga secara simultan berpengaruh signifikan terhadap Keputusan Pembelian. Dan variabel Kualitas Produk dan Harga terbukti tidak memberi pengaruh terhadap keputusan Pembelian. Kata kunci : Promosi, Kualitas Produk, Harga, Keputusan Pembelian ABSTRACT This study aims to examine whether the influence of Promotion on Purchasing Decisions, the influence of Product Quality on Purchasing Decisions, the influence of Prices on Purchasing Decisions at HAUS outlets! in Bekasi. This study uses the type of Associative / Quantitative research as measured by the calculation of the Coefficient of Determination (partial and simultaneous) and hypothesis testing with SPSS 25.0. The target population of this research is the consumers of HAUS! outlets by distributing questionnaires. The sistem random sampling, with a total sample of 55 respondents. The results of the study concluded, (1) Partial promotion has a significant effect on Purchasing Decisions, (2) Product Quality partially does not significantly influence Purchasing Decisions, (3) Price partially does not significantly influence Purchasing Decisions, (4) Promotion, Product Quality , simultaneous price significantly influence the Purchasing Decision. And the variable Product Quality and Price proved not to influence the Purchasing decision. Keywords : Promotion, Product Quality, Price, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 23 Dec 2021 07:58 | ||||||||
| Last Modified: | 23 Dec 2021 07:58 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6387 |
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