PENGARUH HARGA, PELAYANAN, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI PT SALE STOCK INDONESIA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Romantika, Maya
Subject
Manajemen Pemasaran
Datestamp
2021-12-20 04:07:37
Abstract :
Abstract This research aims to understand the effect of price, service, product quality and promotion of the purchasing decisions at PT Sale Stock Indonesia. This strategy used for this research is a casual strategy. The population of this research were all the customers of PT Sale Stock Indonesia who bought 'bigsize' clothes. There are 100 respondents taken as the samples with the criteria as the consumers who have purchased at PT Sale Stock Indonesia in the last 2 months. The sampling technique used was purposive sampling with questionnaires as the data collection instrument. The data taken was primary data. It uses Likert scale as the measurement scale technique. It also uses data analysis techniques using multiple linear regression analysis followed by F test (simultaneous) and t test (partial). The calculation process uses SPSS 22.0. The results of the study concluded that the price variable and the service had no significant effect on purchasing decisions. Meanwhile, the quality of the product and the promotion had an effect on purchasing decisions. Simultaneously, there are positive and significant influences among the price, service, product quality and promotion of purchasing decisions. Keywords: Price, Service, Product quality, Promotion, Purchasing decisions
Abstract This research aims to understand the effect of price, service, product quality and promotion of the purchasing decisions at PT Sale Stock Indonesia. This strategy used for this research is a casual strategy. The population of this research were all the customers of PT Sale Stock Indonesia who bought 'bigsize' clothes. There are 100 respondents taken as the samples with the criteria as the consumers who have purchased at PT Sale Stock Indonesia in the last 2 months. The sampling technique used was purposive sampling with questionnaires as the data collection instrument. The data taken was primary data. It uses Likert scale as the measurement scale technique. It also uses data analysis techniques using multiple linear regression analysis followed by F test (simultaneous) and t test (partial). The calculation process uses SPSS 22.0. The results of the study concluded that the price variable and the service had no significant effect on purchasing decisions. Meanwhile, the quality of the product and the promotion had an effect on purchasing decisions. Simultaneously, there are positive and significant influences among the price, service, product quality and promotion of purchasing decisions. Keywords: Price, Service, Product quality, Promotion, Purchasing decisions
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