Pengaruh Citra Toko,Harga,dan Promosi terhadap Keputusan Pembelian pada Offline Store Sneaker Zone di Surabaya

Magno, Lourdes Natasya (2022) Pengaruh Citra Toko,Harga,dan Promosi terhadap Keputusan Pembelian pada Offline Store Sneaker Zone di Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

This research aims to find out the influence of variable store image, price, and promotion on purchasing decisions at offline store sneaker zone in Surabaya. This research uses a quantitative approach. The data on this study was sourced from questionnaires distributed to 75 selected respondents, namely respondents who had made purchases > 1 time. The sample collection technique in this study is non probability sampling with a purposive sampling approach. The data in the study was measured using the likert scale. The results of the validity test in this study resulted in a > r table with a significant level of 0.05 and all items / items of statements in this study were declared valid. Reliability test results showed that the variables in the study were reliable by showing a Cronbach Alpha value > 0.60. Normality tests showed that regression models in the study met assumptions of normality and the data showed normal distribution patterns. The multicollinearity test in this study produced a tolerance value of > 0.10 and a VIF value of < 10, where there were no symptoms of multicollinearity. Heteroskedasticity tests showed in this study non heteroskedasticity. Multiple linear regression tests i.e., Y = 4.606 + 0.822 X1 + 0.405 X2 + 0.046 X3. The F test resulted in a Sig value, 000 < 0.05 or a calculated F value of 51,826 > F table 2.73 where the regression model in the study is worth testing. The determination coefficient test resulted in an Adjust R Square of 0.673 which showed variable X contributed at a strong relationship level to variable Y. Promotional variables had no effect on purchasing decisions at the Offline Store Sneaker Zone in Surabaya meanwhile, the variable image of the store, significantly affects the purchase decision at the Offline Store Sneaker Zone in Surabaya by producing tcount (2,670) > ttabel (1,993) with a significant level (0.000) ≤ (0.05), and price variables significantly affect the purchase decision on the Offline Store Sneaker Zone in Surabaya by producing tcount (2,128) > ttabel (1,993) with a level of significance (0.03) < (0.05).

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Inggawati, Ratna NIDN0711016102 UNSPECIFIED
Uncontrolled Keywords:	Store Image, Price, Promotion, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Tegar Wiratama
Date Deposited:	06 Mar 2025 06:53
Last Modified:	06 Mar 2025 06:53
URI:	http://repositori.ukdc.ac.id/id/eprint/1328

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