PENGARUH HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA DIANG COFFEE DI MARABAHAN KOTA

Hendrawan, Hendrawan (2024) PENGARUH HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA DIANG COFFEE DI MARABAHAN KOTA. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

The purpose of this research is to determine the price of cafe consumers' purchasing decisions at Diang Coffee Marabahan. To find out promotions on cafe consumers' purchasing decisions at Diang Coffee Marabahan. To find out the location of cafe consumers' purchasing decisions at Diang Coffee Marabahan. To find out whether promotional prices and location influence cafe consumers' purchasing decisions at Diang Coffee Marabahan.Data obtained from quantitative research methods can be interpreted as a research method based on the philosophy of positivism, used to research certain populations or samples, data collection using research instruments, quantitative/statistical data analysis, with the aim of testing the applied hypothesis.The research results are based on the t test above showing that the price variable obtained a significant value of 0.009 < 0.05, meaning the hypothesis was accepted that price influences purchasing decisions, the promotion variable obtained a significant value of 0.000 < 0.05, meaning the hypothesis was accepted that promotion influences purchasing decisions, whereas Location obtains a significant value of 0.000 <0.05, meaning the hypothesis is accepted that location influences purchasing decisions. Based on the results of the f test above, it shows a significance value of 0.000 <0.05. So the regression model can be used for decision making or it can be said that price, promotion and location simultaneously influence purchasing decisions. Based on the output results above, it shows that the adjusted R2 value is 0.965 or 96.5% of the variation in purchasing decisions can be explained by variations in the two independent variables price, promotion and location. Meanwhile, the remainder (100% - 96.5% = 3.5%) is explained by other variables outside the model. This means that price, promotion and location have an influence of 96.5% on purchasing decisions while the remaining 3.5% is influenced by other variables outside this research. Keywords: Price, Promotion, Location, Purchase Decision

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Kata Kunci : Harga, Promosi, Lokasi, Keputusan Pembelian
Subjects: H Social Sciences > H Social Sciences (General)
Q Science > Q Science (General)
Depositing User: Hendrawan
Date Deposited: 15 Aug 2024 06:08
Last Modified: 15 Aug 2024 06:08
URI: http://eprints.uniska-bjm.ac.id/id/eprint/24816

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