ANALISIS PENGARUH HARGA, PROMOSI, DANSALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus: Pembelian Alat Rapid Tes Narkoba Answer)

YURIKE, DWITA (2019) ANALISIS PENGARUH HARGA, PROMOSI, DANSALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus: Pembelian Alat Rapid Tes Narkoba Answer). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In an era of rapid development and increasingly thin boundaries make humans demanded to be more diverse. Moreover in terms of fulfillment of needs, consumers today tend to be more individualistic and demand something more personal or personal. Drug users in Indonesia each year always experience a rather alarming increase. PT. Exxel Utama as the sole distributor for the drug testing tools participate in order to help the government reduce drug users in Indonesia. This research belongs to quantitative research. This research method using causal analysis method. Where the object of this study is the consumer who has made the purchase of drug test kits. Sampling method is non-probability sampling and the type of sample used is purposive sampling. The number of samples in this study amounted to 84 respondents. The method of analysis in this study using Component or Variance Based Structural Equation Modeling where in data processing using Partial Least Square (Smart-PLS) version 3.0 program. And the results of his research indicate that the price and distribution channels have a positive and significant relationship with the value of each original sample and T statistic of: price: 0.358 & 3,541; distribution channel 0.359 & 2.842, while promotion variable have positive relation and not significant with original sample value and T statistic equal to 0,149 & 1,799. Key Word: Price, Promotion, Channel Distribution, Purchase Decision Dalam era perkembangan zaman yang semakin cepat dan batas yang semakin tipis membuat manusia menuntut untuk diperhatikan lebih beragam. Terlebih lagi dalam hal pemenuhan terhadap kebutuhan, konsumen sekarang ini cenderung lebih individualis dan menuntut sesuatu hal yang lebih bersifat pribadi atau personal. Pengguna narkoba di Indonesia setiap tahunnya selalu mengalami peningkatan yang cukup mengkhawatirkan. PT. Exxel Utama selaku distibusi tunggal untuk alat tes narkoba Answer ikut serta dalam rangka membantu pemerintah mengurangi pengguna narkoba di Indonesia. Penelitian ini tergolong dalam penelitian kuantitatif. Metode penelitian ini menggunakan metode analisis kausal. Dimana objek penelitian ini adalah konsumen yang telah melakukan pembelian alat tes narkoba. Metode pengambilan sampel yaitu non-probability sampling dan jenis sampel yang digunakan adalah sampling purposive. Jumlah sample dalam penelitian ini sebesar 84 responden. Metode analisis dalam penelitian ini menggunakan Component atau Variance Based Structural Equation Modeling dimana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS) versi 3.0. Dan hasil penelitiannya menunjukkan bahwa variabel harga dan saluran distribusi mempunyai hubungan positif dan signifiikan dengan nilai masing-masing original sample dan T statistic sebesar: harga: 0,358 & 3,541; saluran distribusi 0.359 & 2.842, sedangkan variabel promosi mempunyai hubungan positif dan tidak signifikan dengan nilai original sample dan T statistic sebesar 0,149 & 1,799. Kata kunci: Harga, Promosi, Saluran Distribusi, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 320
Call Number: SE/31/18/262
NIM: 43113120231
Uncontrolled Keywords: Harga, Promosi, Saluran Distribusi, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 08 May 2019 04:21
Last Modified: 21 Oct 2019 02:52
URI: http://repository.mercubuana.ac.id/id/eprint/48225

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