PENGARUH KUALITAS PRODUK, PROMOSI PENJUALAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SABUN MANDI MEREK LIFEBUOY BODY WASH DI SUPERMARKET AEON BSD

ANANDA, RIKI (2018) PENGARUH KUALITAS PRODUK, PROMOSI PENJUALAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SABUN MANDI MEREK LIFEBUOY BODY WASH DI SUPERMARKET AEON BSD. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRACT This research is to know the effect of product quality, sales promotion and price to purchase decision. The object of this research is Aeon Supermarket consumer located in Bsd, Serpong. The sampling technique used incidental sampling with sample of 96 respondents by using quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in the form of multiple linear regression test. The results of the data are processed through statistical calculations through the use of SPSS 22. The result of simultan research (f test) shows that product quality, sales promotion and price have positive and significant effect to purchase decision where f count is 43,943> f table (2,70). While the coefficient of determination obtained by the value of Adjusted R of 0.589. This means that the purchase decision variable can be explained by the quality of the product, sales promotion and the price of 58.9% while the remaining 41.1% can be influenced by the variable not examined in this study. But on partial test (T test) product quality variable have negative effect and not significant to purchasing decision. This means that product quality does not affect the purchase decisions of Lifebuoy bath soap. Keywords: Product Quality, Sales Promotion, Price, Purchase Decision ABSTRAK Penelitian ini untuk mengetahui pengaruh kualitas produk, promosi penjualan dan harga terhadap keputusan pembelian. Objek penelitian ini adalah konsumen Supermarket Aeon yang berlokasi di Bsd, Serpong. Teknik pengambilan sampel menggunakan sampling insidental dengan sampel sebesar 96 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu analisis data yang digunakan ialah analisis statistik dalam bentuk uji regressi linier berganda. Hasil dari data-data diproses melalui perhitungan statistic melalui penggunaan SPSS 22. Hasil penelitian secara simultan (uji f) menunjukkan bahwa kualitas produk, promosi penjualan dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian dimana f hitung sebesar 43,943 > f tabel (2,70). Sedangkan koefisien determinasi diperoleh dengan nilai Adjusted R sebesar 0,589. Artinya variabel keputusan pembelian dapat dijelaskan oleh adanya kualitas produk, promosi penjualan dan harga sebesar 58,9% sedangkan sisanya 41,1% dapat dipengaruhi oleh variabel yang tidak diteliti pada penelitian ini. Namun pada pengujian parsial (uji T) variable kualitas produk berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian. Hal ini berarti bahwa kualitas produk tidak mempengaruhi terhadap keputusan pembelian sabun mandi Lifebuoy. Kata kunci: Kualitas Produk, Promosi Penjualan, Harga, Keputusan Pembelian

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