PENGARUH PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK FLYPOWER (Studi Kasus Di Toko Jj Sport Jakarta)

JATMIKO, ANDI (2019) PENGARUH PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK FLYPOWER (Studi Kasus Di Toko Jj Sport Jakarta). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

While PT Flypowerindo is anticipating competition in the global market especially in badminton retail sector. In its long-standing work the popularity of the product has not been maximized, in addition to the promotional system that currently rely on distributors, social media and sponsorship with several clubs. This study aim to explain the effects of product, price and promotion on purchasing decisions. The research object is JJ Sport Jakarta store which is one of big distributor in Jakarta area. Research using quantitative method, the data obtained by giving questionnaires to visitors who make purchases in the store. The total population of buyers is 588 people. Used probability sampling technique and analyzed with SEM (Structural Equation Model). The results show that product, price and promotion have a positive effect on purchasing decision. Where the factor of the product has an enormous influence between price and promotion factors. Keywords: product, price, promotion, purchase decision Saat PT Flypowerindo sedang mengantisipasi persaingan di pasar global utamanya di sektor ritel bulutangkis. Di kiprahnya yang sudah cukup lama popularitas produk belumlah maksimal, di samping sistem promosi yang saat ini mengandalkan distributor, media sosial dan sponsorship dengan beberapa klub. Studi ini untuk menjelaskan efek dari produk, harga dan promosi pada keputusan pembelian. Obyek penelitian adalah toko JJ Sport Jakarta yang merupakan salah satu distributor besar di bilangan Jakarta. Penelitian menggunakan metode kuantitatif, data diperoleh dengan cara memberikan kuesioner terhadap pengunjung yang melakukan pembelian di toko tersebut. Jumlah populasi pembeli sebesar 588 orang. Digunakan teknik sampling probabilitas dan dianalisa dengan SEM (Structural Equation Model). Hasilnya menunjukkan bahwa produk, harga dan promosi berpengaruh positif terhadap keputusan pembelian. Dimana faktor produk berpengaruh sangat besar diantara faktor harga dan promosi. Kata kunci : produk, harga, promosi, keputusan pembelian

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