PENGARUH FAKTOR LOKASI, HARGA, KELENGKAPAN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO INDOMARET (Studi Kasus pada Toko Indomaret di Kukusan, Depok)

ZAHRUDIN, IYUD MUHAMAD (2019) PENGARUH FAKTOR LOKASI, HARGA, KELENGKAPAN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO INDOMARET (Studi Kasus pada Toko Indomaret di Kukusan, Depok). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of location on Indomaret Kukusan Depok customer purchasing decisions, price on Indomaret Kukusan Depok customer purchasing decisions, product completeness towards Indomaret Kukusan Depok customer purchase decisions, promotion of Indomaret Kukusan Depok customer purchase decisions. Data collection was carried out by distributing questionnaires and the population in this study was conducted on 140 respondents who visited to buy goods or products in Indomaret using an associative quantitative approach. The data analysis method used is structural equation modeling where the data processing used Partial Least Square (PLS) versoin 3.0. The analysis shows that location has a positive and significant influence on purchasing decisions, price have a positive and significant effect on purchasing decisions, product completeness has a positive and significant effect on purchasing decisions, promotions have a positive and significant effect on purchasing decisions. Keywords: location, price, product completeness, promotions, purchase decisions Penelitian ini bertujuan untuk menganalisis pengaruh lokasi terhadap keputusan pembelian pelanggan Indomaret Kukusan Depok, harga terhadap keputusan pembelian pelanggan Indomaret Kukusan Depok, kelengkapan produk terhadap keputusan pembelian pelanggan Indomaret Kukusan Depok, promosi terhadap keputusan pembelian pelanggan Indomaret Kukusan Depok. Pengumpulan data dilakukan dengan cara penyebaran kuesioner dan populasi pada penelitian ini dilakukan terhadap 140 respoden yang berkunjung membeli barang atau produk di Indomaret dengan menggunakan pendekatan kuantitatif assosiatif. Metode analisis data yang digunakan adalah structural equation modeling dimana pengolahan datanya menggunakan program Partial Least Square (PLS) Versi 3.0. Hasil analisis menunjukkan bahwa lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, kelengkapan produk berpengaruh positif dan signifikan terhadap keputusan pembelian, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: lokasi, harga, kelengkapan produk, promosi, keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 692
NIM/NIDN Creators: 43114110466
Uncontrolled Keywords: lokasi, harga, kelengkapan produk, promosi, keputusan pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Jun 2022 06:57
Last Modified: 07 Jun 2022 06:57
URI: http://repository.mercubuana.ac.id/id/eprint/62819

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