PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI ULANG MELALUI KEPUTUSAN PEMBELIAN SABUN CAIR MEREK LUX (Studi Kasus pada Warga Kelurahan Semper Timur Jakarta Utara)

Alfika, Maulya (2022) PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI ULANG MELALUI KEPUTUSAN PEMBELIAN SABUN CAIR MEREK LUX (Studi Kasus pada Warga Kelurahan Semper Timur Jakarta Utara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

[img] Text (ABSTRAK)
ABSTRAK.pdf - Other
Available under License Creative Commons Attribution Non-commercial.
Download (1MB)
[img] Text (BAB 1)
BAB 1.pdf - Other
Available under License Creative Commons Attribution Non-commercial.
Download (647kB)
[img] Text (BAB 2)
BAB 2.pdf - Other
Available under License Creative Commons Attribution Non-commercial.
Download (1MB)
[img] Text (BAB 3)
BAB 3.pdf - Other
Available under License Creative Commons Attribution Non-commercial.
Download (791kB)
[img] Text (BAB 4)
BAB 4.pdf - Other
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial.
Download (970kB) | Request a copy
[img] Text (BAB 5)
BAB 5.pdf - Other
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial.
Download (618kB) | Request a copy
[img] Text (DAFTAR REFERENSI)
DAFTAR REFERENSI.pdf - Other
Available under License Creative Commons Attribution Non-commercial.
Download (543kB)
[img] Text (LAMPIRAN)
LAMPIRAN.pdf - Other
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial.
Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui analisis pengaruh produk, harga, lokasi, promosi terhadap keputusan pembelian dan minat beli ulang sabun cair merek lux (Studi kasus pada warga Kelurahan Semper Timur Jakarta Utara). Strategi dalam penelitian ini adalah penelitian asosiatif dengan pendekatan kuantitatif sebagai metoda penelitian. Populasi dalam penelitian ini adalah laki-laki dan perempuan yang masih menjadi warga Kelurahan Semper Timur Jakarta Utara, minimal berusia 17 tahun dan telah menggunakan sabun cair lebih dari 1 kali. Penelitian ini menggunakan data primer dengan penyebaran kuesioner. Sampel dalam penelitian ini sebanyak 100 responden. Metoda analisis yang digunakan dalam penelitian ini adalah Partial Least Squares (PLS) dengan program SmartPLS versi 3.2.9 dan dievaluasi dengan outer model dan inner model. Hasil penelitian ini menyimpulkan bahwa (1) Secara parsial variabel produk berpengaruh positif dan signifikan terhadap variabel keputusan pembelian. (2) Secara parsial variabel harga memiliki pengaruh yang positif namun tidak signifikan terhadap variabel keputusan pembelian. (3) Secara parsial variabel tempat berpengaruh positif namun tidak signifikan terhadap variabel keputusan pembelian. (4) Secara parsial variabel promosi berpengaruh positif dan signifikan terhadap variabel keputusan pembelian. (5) Secara simultan variabel produk, harga, tempat dan promosi berpengaruh positif dan signifikan terhadap variabel keputusan pembelian. (6) Secara parsial produk berpengaruh positif dan signifikan terhadap variabel minat beli ulang. (7) Secara parsial variabel harga berpengaruh positif dan signifikan terhadap variabel minat beli ulang. (8) Secara parsial variabel tempat berpengaruh positif dan signifikan terhadap variabel minat beli ulang. (9) Secara parsial variabel promosi berpengaruh positif dan signifikan terhadap variabel minat beli ulang. (10) Secara simultan variabel produk, harga, tempat dan promosi berpengaruh positif dan signifikan terhadap variabel minat beli ulang. (11) Secara parsial variabel keputusan pembelian berpengaruh positif dan signifikan melalui variabel minat beli ulang. This study aims to determine the analysis of the influence of product, price, location, promotion on purchasing decisions and intention to repurchase Lux brand liquid soap (a case study on residents of Semper Timur Village, North Jakarta). The strategy in this research is associative research with a quantitative approach as a research method. The population in this study were men and women who were still residents of Semper Timur Village, North Jakarta, at least 17 years old and had used liquid soap more than once. This study uses primary data by distributing questionnaires. The sample in this study were 100 respondents. The analytical method used in this study is Partial Least Squares (PLS) with the SmartPLS version 3.2.9 program and evaluated with the outer model and inner model. The results of this study conclude that (1) Partially the product variable has a positive and significant effect on the purchasing decision variable. (2) Partially, the price variable has a positive but not significant effect on the purchasing decision variable. (3) Partially, the place variable has a positive but not significant effect on the purchasing decision variable. (4) Partially the promotion variable has a positive and significant effect on the purchasing decision variable. (5) Simultaneously the product, price, place and promotion variables have a positive and significant effect on the purchasing decision variables. (6) Partially the product has a positive and significant effect on the variable of repurchasing interest. (7) Partially, the price variable has a positive and significant effect on the repurchase intention variable. (8) Partially, the place variable has a positive and significant effect on the repurchase intention variable. (9) Partially, the promotion variable has a positive and significant effect on the repurchase intention variable. (10) Simultaneously the variables of product, price, place and promotion have a positive and significant effect on the variable of repurchasing interest. (11) Partially, the purchase decision variable has a positive and significant effect through the variable of repurchasing interest.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorIrfan, Arif HusenNIDN0309128203irfanhusen@gmail.com
Uncontrolled Keywords: Produk, Harga, Tempat, Promosi, Minat Beli Ulang, Dan Keputusan Pembelian.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: ALFIKA MAULYA
Date Deposited: 08 Mar 2022 05:59
Last Modified: 08 Mar 2022 05:59
URI: http://repository.stei.ac.id/id/eprint/7248

Actions (login required)

View Item View Item
Repository STEI is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.