PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SUSU HI-LO JAKARTA TIMUR

Febriyan, Alif (2022) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SUSU HI-LO JAKARTA TIMUR. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji secara empiris hubungan Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian pada Produk Susu Hi-Lo di Supermarket Tip-Top Rawamangun. Strategi penelitian yang digunakan adalah strategi penelitian yang bersifat asosiatif kausal dengan pendekatan kuantitatif, yang diukur dengan metode berbasis regresi linier berganda menggunakan SPSS versi 25. Populasi dalam penelitian ini adalah seluruh konsumen yang berbelanjadi supermarket Tip-Top Rawamangun. Sampel ditentukan menggunakan purposive sampling untuk mengkategorikan karakteristik sampel, didapatkan 40 sampel responden untuk diberikan kuesioner penelitian. Data yang digunakan dalam penelitian ini berupa data primer yang didapat dari kuesioner penelitian kemudian dikonversi menggunakan metode skala likert. Hasil penelitian menunjukan bahwa (1) Kualitas Produk berhubungan dengan Keputusan Pembelian, (2) Harga tidak terdapat hubungan dengan Keputusan Pembelian, (3) Promosi berhubungan dengan Keputusan Pembelian. Hasil uji secara simultan menunjukan bahwa Kualitas Produk, Harga dan Promosi secara simultan memiliki hubungan dengan Keputusan Pembelian pada produk susu Hi-Lo di supermarket Rawamangun. Kata Kunci : Kualitas Produk, Harga, Promosi, dan Keputusan Pembelian ABSTRACT This study aims to empirically examine the relationship between Product Quality, Price, and Promotion on Purchase Decisions on Hi-Lo Dairy Products at Tip-Top Supermarket Rawamangun. The research strategy used is a causal associative research strategy with a quantitative approach, which is measured by a multiple linear regression-based method using SPSS version 25. The population in this study is all consumers who shop at the Tip-Top Rawamangun supermarket. The sample was determined using purposive sampling to categorize the characteristics of the sample, obtained 40 samples of respondents to be given a research questionnaire. The data used in this study are primary data obtained from research questionnaires and then converted using the Likert scale method. The results show that (1) Product Quality is related to Purchase Decisions, (2) Price has no relationship to Purchase Decisions, (3) Promotion is related to Purchase Decisions. Simultaneous test results show that product quality, price and promotion simultaneously have a relationship with purchasing decisions on Hi-Lo milk products at Rawamangun supermarket. Keywords : Product Quality, Price, Promotion, and Purchase Decisions

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSyamsuar, GinanjarNIDN0323106102ginanjar.syamsuar@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: ALIF FEBRYAN
Date Deposited: 05 Jan 2023 00:33
Last Modified: 05 Jan 2023 00:33
URI: http://repository.stei.ac.id/id/eprint/9319

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