Pengaruh Produk, Promosi, Lokasi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Emas Merek UBS di Pasar Atom Surabaya

Halim, Christian Indiarto (2019) Pengaruh Produk, Promosi, Lokasi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Emas Merek UBS di Pasar Atom Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

In Indonesia, there are various types of investments such as investments in property, stocks, deposits, gold investments, and others. Especially gold investment, where gold investment has advantages compared to other investments such as the fact that occurred in mid-2013 until 2017, gold experienced a fairly rapid price increase. Changes in gold prices are very profitable, making people choose gold investment as one of the profitable investments. The purpose of this study was to determine the effect of Product Effect, Promotion, Location, and Service Quality on UBS Brand Gold Purchase Decisions in the Atomic Market Surabaya. The approach used in this study is quantitative by using a questionnaire as a data collection tool. Respondents in this study amounted to 100 people. The results of multiple linear regression in this study Y = 4.032 + 0.243 X1 + 0.086 X2 + 0.002 X3 + 0.112 X4 while the determinant coefficient Adjusted R Square is equal to 0.395 which means that all independent variables namely Product, Promotion, Location and Service Quality have an influence low on purchasing decisions. Based on the results of data processing it can be said that the product has a significant effect on Purchasing Decisions where the tcount of 4,450> t table 1.98525 and the significance level of 0.00 <0.05. Promotion has no effect on Purchasing Decisions where the value of t count 1.217 <t table 1.98525 and the significance level of 0.227> 0.05. Location has no effect on Purchasing Decisions where the value of tcount 0.022 <ttable 1.98525 and the significance level of 0.982> 0.05. Service Quality has no effect on Purchasing Decisions where the results value is 0.847 <ttable 1.98525 and the significance level is 0.399> 0.05. After a series of tests that have been carried out, it was concluded that the product has an effect on purchasing decisions, while Promotion, Location and Service Quality have no significant effect on purchasing decisions.

Item Type:

Thesis (Undergraduate)

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