PENGARUH PRODUK, HARGA, PROMOSI DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO MIEL DI SURABAYA

Takalawesang, Meiske (2018) PENGARUH PRODUK, HARGA, PROMOSI DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO MIEL DI SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

Competition in the business world today is getting tighter both in the field of products and services. This was also felt by the clothing business people in Surabaya. Miel Shop is one of the clothing businesses in Surabaya. The Miel Store must know the factors that influence customer decisions. The Miel Store must make several improvements and innovations that can increase its customers. This study aims to determine the effect of product, price, promotion, lifestyle on purchasing decisions. The sampling method used is Random Sampling Method. The sample in this study amounted to 100 SPSS respondents who conducted research on the Miel Store. then analyzed the data quantitatively. Quantitative analysis includes: Validity test, reliability test, classic assumption test, multiple regression analysis and determination coefficient (R²) and hypothesis testing through t test. The data that has fulfilled the validity, reliability test and classical assumption test are processed so as to produce the regression equation as follows: Y = 0,606 + 0,166 X1 + 0,183 X2 + 0,452 X3 + O, 460 X4 Based on the results of data management using SPSS version 21. It is known that the value of Adjusted R square of 57.4% means the contribution of the product, price, promotion, lifestyle to the purchase decision of 57.4% (Medium). Product variables have no significant effect on purchasing decisions where t count (1.554) <t table (1.966) with a significant value of 0.124> 0.05. Price variable has no significant effect on purchasing decisions where t count (1.629) <t table (1.966) with a significant value of 0.107> 0.05. Promotion variables have a significant effect on purchasing decisions where t count (3.626)> t table (1.966) with a significant value of 0.000 <0.05. Lifestyle variables have a significant effect on purchasing decisions where t count (4.204)> t table (1.966) with a significant value of 0.000 <0.05.

Item Type:

Thesis (Undergraduate)

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