Pengaruh Produk, Harga dan Pelayanan Terhadap Keputusan Pembelian Konsumen di Giant Sun City Sidoarjo

Susanto, Ricky Hermawan (2012) Pengaruh Produk, Harga dan Pelayanan Terhadap Keputusan Pembelian Konsumen di Giant Sun City Sidoarjo. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Official URL: http://repositori.ukdc.ac.id/

Abstract

The decrease in sales at Giant Sun City Sidoarjo is a phenomenon that must be resolved and looking for the cause. Lots of things can cause this, such as the provision of incomplete products, high prices, poor service delivery. This study aimed to determine the effect of the product, price, and service on purchase decisions simultaneously at Giant Sun City Sidoarjo The study used three independent variables (X) is the product (X1), price (X2) and services (X3) with the dependent variable (Y) is the buying decision. Its population is around the consumer who is making a purchase at Giant Sun City Sidoarjo, with a sample size of 75 respondents. Analysis of data using Test Validity, Reliability Test, Test Assumptions Classical Multiple Linear Regression Analysis, Multiple Correlation Coefficient (R), Multiple Coefficient of Determination (R2), F test (test simultaneously), and the t test (partial testing). Based on the test results obtained linear regression modeling is Y = 1.459 + 0.476 X1 - 0.300 X2 + 0.493 X3. Multiple Correlation Coefficient (R) of 0.715, and the Multiple Coefficient of Determination (R2) of 51.2%. Based on the F test (test simultaneously) obtained results which Fcount (24.789)> F table (2.73) so that it can be said that the product (X1), price (X2) and services (X3) simultaneously influence the purchase decision (Y). Based on the results of the t test (partial testing) the product obtained results (X1) with t count (4.175)> TTable (1.994), price (X2) with thitung (-3.780) <-TTable (-1.994), and services (X3) with thitung (4.867)> TTable (1.994). From these results it can be concluded that the product (X1) and services (X3) partially positive influence on purchase decisions (Y), while the price (X2) negatively affect the purchase decision (Y). The independent variable (X) are the dominant influence on the purchase decision (Y) is a service (X3) with partial correlation (r) is the largest 0.500.

Item Type:

Thesis (Undergraduate)

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