FITRIYANA, FITRIYANA (2020) PENGARUH PERSEPSI HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN HERO SUPERMARKET DI JAKARTA. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to analyze the effect of price, location, service quality on purchasing decisions. The population in this study were 100 Hero Supermarket consumer respondents located in DKI Jakarta, calculated based on the Rao Purba formula. The sampling method uses Google forms, the data collection method uses survey methods, with the research instrument is a questionnaire. Data analysis method uses Partial Least Square. This research proves that the price perception has a positive and significant effect on purchasing decisions. Location has a positive and significant influence on purchasing decisions. Quality of service has a positive and significant effect on purchasing decisions. Keywords: Price Perseption, Location, Service Quality and Purchasing Decisions. Penelitian ini bertujuan untuk menganalisis pengaruh harga, lokasi, kualitas pelayanan terhadap keputusan pembelian. Populasi dalam penelitian ini adalah 100 responden konsumen Hero Supermarket yang berada di DKI Jakarta, dihitung berdasarkan rumus Rao Purba. Metode penarikan sampel menggunakan Google form, metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa harga berpengaruh positif dan signifikan terhadap keputusn pembelian. Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Persepsi Harga, Lokasi, Kualitas Pelayanan dan Keputusan Pembelian.
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