AL PATIH, MUHAMMAD GHOZY (2023) PENGARUH KELOMPOK REFERENSI, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN CAT IFTALUX PAINT PADA SINAR PUTRA PRATAMA CHEMINDO TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the effect of reference groups, price perceptions and product quality on purchasing decisions for Iftalux Paint at Sinar Putra Pratama Chemindo Tangerang. The sample in this study amounted to 105 consumers who were calculated based on the Hair et.al formula. The data collection method uses a survey method, with the research instrument being a questionnaire. The sampling method uses purposive sampling. Data analysis in this study used the Smart PLS 3.0 program. Hypothesis testing with the PLS approach, carried out in two stages, namely testing the outer model and inner model. The outer model test is carried out to prove the validity and reliability of all indicators on each variable. The inner model test is carried out to test the influence between variables according to the hypothesis previously set. This study proves that reference groups price perceptions and product quality have a positive and significant effect on purchasing decisions. Keywords: reference group, price perception, product quality, purchasing decisions. Penelitian ini bertujuan untuk menguji pengaruh kelompok referensi, persepsi harga dan kualitas produk terhadap keputusan pembelian cat Iftalux Paint pada Sinar Putra Pratama Chemindo Tangerang. Sampel dalam penelitian ini berjumlah 105 konsumen yang di hitung berdasarkan rumus Hair et.al. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode penarikan sampel menggunakan purposive sampling. Analisis data pada penelitian ini menggunakan program Smart PLS 3.0. Pengujian hipotesis dengan pendekatan PLS, dilakukan dengan dua tahap, yaitu pengujian outer model dan inner model. Uji outer model dilakukan untuk membuktikan validitas dan reliabilitas seluruh indikator pada masing-masing variabel. Uji inner model dilakukan untuk menguji pengaruh antar variabel sesuai hipotesis yang ditetapkan sebelumnya. Penelitian ini membuktikan bahwa kelompok referensi persepsi harga dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: kelompok referensi, persepsi harga, kualitas produk, keputusan pembelian.
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