Azizah, Fathia (2021) PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK Y.O.U DI TOKO NURUL MARTAPURA. Diploma thesis, Universitas Islam Kalimantan MAB.
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Abstract
Penelitian ini bertujuan untuk (1) mengetahui dan menganalisis pengaruh promosi terhadap keputusan pembelian produk Y.O.U di Toko Nurul Martapura melalui iklan dan personal selling, (2) Untuk mengetahui dan menganalisis pengaruh harga terhadap keputusan pembelian produk Y.O.U di Toko Nurul Martapura dan (3) Untuk mengetahui dan menganalisis pengaruh promosi dan harga secara bersama-sama terhadap keputusan pembelian produk Y.O.U di Toko Nurul Martapura. Jenis penelitian ini adalah penelitian kuantitatif, dengan Teknik analisis regresi berganda, uji asumsi klasik melalui uji normalitas, kedastisitas, heterokedastisitas, multikulinearitas dan linearitas. Populasi penelitian seluruh konsumen Toko Nurul Martapura dengan Teknik sampling yang digunakan adalah purposive sampling sebanyak 38 orang responden dan teknik pengumpulan data menggunakan angket atau kuisioner secara perorangan. Hasil penelitian menunjukkan (1) Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik Y.O.U di Toko Nurul Martapura, dengan dibuktikan dari hasil uji t (parsial) dengan nilai 1.394, serta nilai probabilitas sig 0.011< 0.05 (α = 5%), (2) Harga berpengaruh posotif dan signifikan terhadap keputusan pembelian produk kosmetik Y.O.U di Toko Nurul Martapura, dengan dibuktikan dari hasil uji t (parsial) dengan nilai 3.548, serta nilai probabilitas sig 0.001 < 0.05 (α = 5%) , (3) Promosi dan Harga secara simultan (Bersama) memberikan pengaruh yang positif terhadap keputusan pembelian kosmetik Y.O.U di Toko Nurul Martapura, dibuktikan dengan nilai probabilitas sig. 0.000 < 0.05 maka memberikan pengaruh yang signifikan dan memberikan nilai fhitung sebesar 11.073. This study aims to (1) find out and analyze the influence of promotions on purchasing decisions for YOU products at Nurul Martapura Stores through advertising and personal selling, (2) to determine and analyze the effect of price on purchasing decisions for YOU products at Nurul Martapura stores and (3) to knowing and analyzing the effect of promotion and price together on the decision to purchase YOU products at Nurul Martapura Stores. The type of this research is quantitative research, with multiple regression analysis technique, classical assumption test through normality, kedastisity, heteroscedasticity, multicullinearity and linearity tests. The research population is all consumers of Nurul Martapura Stores with the sampling technique used is purposive sampling as many as 38 respondents and data collection techniques using questionnaire individually. The results show (1) Promotion has a positive and significant effect on purchasing decisions for YOU cosmetic products at Nurul Martapura Stores, as evidenced by the results of the t test (partial) with a value of 1.394, and the probability value of sig 0.011 < 0.05 (α = 5%), ( 2) Price has a positive and significant effect on purchasing decisions for YOU cosmetic products at Nurul Martapura Stores, as evidenced by the results of the t test (partial) with a value of 3,548, and the probability value of sig 0.001 < 0.05 (α = 5%), (3) Promotion and Simultaneous (Together) prices have a positive influence on the decision to purchase YOU cosmetics at Nurul Martapura Stores, as evidenced by the probability value of sig. 0.000 < 0.05 then has a significant effect and gives a fcount value of 11,073.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Promotion, Price, Purchase Decision. Promotion, Price, Purchase Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Depositing User: | Fathia Azizah |
| Date Deposited: | 21 Sep 2021 01:20 |
| Last Modified: | 21 Sep 2021 01:20 |
| URI: | http://eprints.uniska-bjm.ac.id/id/eprint/6293 |
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