Pengaruh Harga, Produk, Promosi, dan Lokasi Terhadap Keputusan Pembelian di Up Date Pakuwon Trade Center Surabaya

Sunnarto, Yosef (2012) Pengaruh Harga, Produk, Promosi, dan Lokasi Terhadap Keputusan Pembelian di Up Date Pakuwon Trade Center Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

Today, more and more retail companies in Surabaya stand, spur entrepreneurs in business attire or fashion in order to maximize profit. The company's share of the fashion business is a young market in Surabaya. The purpose of this study is to determine the price, product, promotion, and location simultaneously and partially influence the consumer's decision to choose and make a purchase on "Up Date" Pakuwon Trade Center in Surabaya. The population in this study is the customer "Up Date" Pakuwon Trade Center Surabaya by the number of respondents as many as 100 people. The analysis method used is multiple linear regression. Testing the hypothesis using the F test and t test on the real level of 5%. The results showed that the price, product, promotion, and the location has a positive influence on consumer decisions in choosing and making purchases on the "Up Date" Pakuwon Trade Center in Surabaya. From the F test results proved that the price variable (X1), product (X2), promotion (X3) and location (X4) simultaneously significantly influence consumer decisions in selecting and purchasing transactions, where the value Fhitung > Ftabel is 20.654 > 2.46. By using the t test proved that: the price (X1) influence consumer decisions in choosing and make a purchase, as evidenced thitung > ttable is 2.834 > 1.985, the product (X2) influence consumer decisions in choosing and make a purchase, as evidenced thitung > ttable is 2.167 > 1.985, promotion (X3) does not affect the consumer's decision to choose and make a purchase, as evidenced thitung <ttable is 0.041 < 1.985, and the location (X4) influence consumer decisions in choosing and make a purchase, as evidenced thitung > ttable is 3.460 > 1985. From the results obtained evidence that the location variable (X4) the dominant of the other variables, proved t = 3.460, followed by the other variables are in order is the price (X1) = 2.834, the product (X2) = 2.167.

Item Type:

Thesis (Undergraduate)

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