PENGARUH PROMOSI PENJUALAN, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKO SAMUDRA FASHION

AYYASY, AHMAD HILMI (2023) PENGARUH PROMOSI PENJUALAN, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKO SAMUDRA FASHION. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to test and analyze the influence of sales promotions, service quality and price on the purchasing decisions of Samudra Fashion consumers. This research has a problem where the Samudra Fashion store is experiencing a decrease in customers among its competitors. The population in this study were 64 consumers of Samudra Fashion stores. The sample used was 55 consumers, calculated based on the Slovin formula. The research methodology used is quantitative research using survey methods. This research is a type of causal associative research. This research instrument uses a questionnaire. The sampling technique uses Accidental Sampling. The data analysis method used in this research is the SmartPLS application version 3.0. The results of this research prove that sales promotions have a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions, and price has a positive and insignificant effect on purchasing decisions. Keywords: Sales Promotion, Service Quality, Price, Decision Purchase Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh promosi penjualan, kualitas pelayanan, dan harga terhadap keputusan pembelian konsumen Samudra Fashion. Penelitian ini memiliki permasalahan dimana toko Samudra Fashion mengalami penurunan pelanggan diantara para pesaing nya. Populasi dalam penelitian ini adalah 64 konsumen toko Samudra Fashion. Sampel yang dipergunakan adalah sebanyak 55 konsumen, dihitung berdasarkan rumus Slovin. Metodologi penelitian yang digunakan adalah penelitian kuantitatif dengan menggunakan metode survei. Penelitian ini merupapkan jenis penelitian asosiatif kausal. Instrumen penelitian ini menggunakan kuesioner. Teknik pengambilan sampel menggunakan Accidental Sampling. Metode analisis data yang digunakan dalam penelitian ini dengan aplikasi SmartPLS versi 3.0. Hasil penelitian ini membuktikan bahwa promosi penjualan berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, dan harga berpengaruh potisif dan tidak signifikan terhadap keputusan pembelian. Kata Kunci: Promosi Penjualan, Kualitas Pelayanan, Harga, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 312
Call Number: SE/31/23/397
NIM/NIDN Creators: 43119010305
Uncontrolled Keywords: Promosi Penjualan, Kualitas Pelayanan, Harga, 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
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 08 Nov 2023 08:37
Last Modified: 08 Nov 2023 08:37
URI: http://repository.mercubuana.ac.id/id/eprint/83507

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