ANALISIS PENGARUH KERAGAMAN PRODUK, LOKASI, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI GIANT EKSPRESS CIPINANG

MARDHIAH HAYATI, RISCA (2019) ANALISIS PENGARUH KERAGAMAN PRODUK, LOKASI, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI GIANT EKSPRESS CIPINANG. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui apakah keragaman produk, lokasi, harga dan promosi mempengaruhi keputusan pembelian konsumen di Giant Ekspress Cipinang. Metode analisis yang digunakan adalah Koefisien Determinasi. Hasil dari penelitian ini adalah secara parsial keragaman produk terhadap keputusan pembelian konsumen memiliki pengaruh yang signifikan. Pada variabel lokasi terhadap keputusan pembelian konsumen juga terdapat pengaruh yang signifikan. Sedangkan variabel harga terhadap keputusan pembelian konsumen tidak terdapat pengaruh yang signifikan. Pada variabel promosi terhadap keputusan pembelian konsumen terdapat pengaruuh yang signifikan. Secara simultan keragaman produk, lokasi, harga dan promosi terhadap keputusan pembelian konsumen terdapat pengaruh yang signifikan. Kata Kunci : Keragaman Produk, Lokasi, Harga, Promosi, Keputusan Pembelian ABSTRACT This research aims to investigate do product diversity, location, price and promotion influence consumer purchase dicision at Giant Ekspress Cipinang. Data analysis method used in this research is Koefisien Determinasi. The result of this research is partially of product diversity toward consumer purchase decision have impact who significance. Variable of location toward consumer purchase decision also have impact who significance. While, variable of price toward consumer purchase decision has no impact who significance. Variable of promotion toward consumer purchase decision have impact who significance. Simultaneously product diversity, location, price and promotion toward consumer purchase decision have impact who significance. Keywords: Product Diversity, Location, Prices, Promotion, Purchase Decision

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Sumitro, Sumitro UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ridho Adi Nugroho
Date Deposited:	28 Dec 2021 02:56
Last Modified:	28 Dec 2021 02:56
URI:	http://repository.stei.ac.id/id/eprint/6452

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