PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PASAR TRADISIONAL PULOGADUNG

yani, Novi (2022) PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PASAR TRADISIONAL PULOGADUNG. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara kualitas produk, harga dan lokasi terhadap keputusan pembelian konsumen di pasar tradisional Pulo Gadung. Penelitian ini dilakukan menggunakan strategi asosiatif, yaitu penelitian yang bertujuan untuk mengetahui pengaruh antara minimal dua variabel atau lebih dan mencari sebab dan akibat. Penelitian ini menggunakan tiga variabel bebas yaitu kualitas produk, harga dan lokasi, sedangkan untuk variabel terikatnya yaitu keputusan pembelian. Metoda analisis data yang digunakan dalam penelitian ini adalah statistik deskriptif, analisis statistik data, koefisien determinasi, dan uji hipotesis dengan menggunakan SPSS. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kuesioner dengan dimana data diperoleh melalui kuesioner dengan data yang dikumpulkan dari pernyataan dengan jumlah sampel sebanyak 97 orang. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah accidental sampling dan dianalisis dengan menggunakan regresi linier berganda. Hasil penelitian menyimpulkan bahwa Terdapat pengaruh signifikan kualitas produk terhadap keputusan pembelian konsumen. Tidak terdapat pengaruh signifikan harga terhadap keputusan pembelian. Tidak terdapat pengaruh signifikan antara lokasi terhadap keputusan pembelian. This study aims to determine the relationship between product quality, price and location on consumer purchasing decisions in the Pulo Gadung traditional market. This research was conducted using an associative strategy, namely research that aims to determine the influence between two or more minimal variables and look for cause and effect. This study uses the independent variables, namely product quality, price and location, and for the third variable, namely purchasing decisions. The data analysis method used in this research is descriptive statistics, statistical data analysis, coefficient of determination, and hypothesis testing using SPSS. The research method used in this study is a questionnaire research method with data obtained through questionnaires with data collected from statements with a sample of 97 people. The sampling method used in this study was accidental sampling and analyzed using multiple linear regression. The results of the study concluded that there was a significant effect of product quality on consumer purchasing decisions. There is no significant effect of price on purchasing decisions. There is no significant effect between location on purchasing decisions.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorRamaditya, MuhammadNIDN0321118901ramaditya@stei.ac.id
Uncontrolled Keywords: Kualitas Produk, Harga Lokasi, Keputusan Pembelian
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: NOVI YANI
Date Deposited: 17 Jan 2023 08:56
Last Modified: 17 Jan 2023 08:56
URI: http://repository.stei.ac.id/id/eprint/9482

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