Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada UMKM Swalayan UD. Rikam Jaya Kabupaten Bondowoso
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Institusion
Universitas Muhammadiyah Jember
Author
Ahmad, Hafidul Ahkam
Subject
330 Economics
Datestamp
2021-06-28 01:29:51
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari empat variabel yaitu produk, harga, tempat, dan promosi terhadap keputusan pembelian. Hipotesis dalam penelitian ini produk, harga, tempat, dan promosi berpengaruh signifikan terhadap keputusan pembelian secara parsial. Objek penelitian ini adalah konsumen UD. Rikam Jaya Bondowoso yang memiliki jumlah populasi 90 responden menggunakan teknik purpossive sampling. Teknik pengumpulan data menggunakan observasi, wawancara dan kuesioner. Analisis yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik (uji normalitas, uji multikolinearitas, uji heteroskedastisitas), analisis regresi linear berganda dan uji hipotesis (uji F, uji t, koefisien determinasi). Hasil penelitian menunjukkan bahwa produk, harga, tempat, dan promosi berpengaruh signifikan terhadap keputusan pembelian secara parsial. Kata kunci: Produk, Harga, Tempat, Promosi, dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of four variables, namely product, price, place, and promotion on purchasing decisions. The hypothesis in this study that product, price, place, and promotion have a significant effect on purchasing decisions partially. The object of this research is consumers of UD. Rikam Jaya Bondowoso, which has a total population of 90 respondents, uses a purposive sampling technique. Data collection techniques using observation, interviews and questionnaires. The analysis used includes validity test, reliability test, classic assumption test (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis and hypothesis testing (t test, coefficient of determination). The results showed that the product, price, place, and promotion had a significant effect on purchasing decisions partially. Keywords: Product, Price, Place, Promotion, and Purchase Decision
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari empat variabel yaitu produk, harga, tempat, dan promosi terhadap keputusan pembelian. Hipotesis dalam penelitian ini produk, harga, tempat, dan promosi berpengaruh signifikan terhadap keputusan pembelian secara parsial. Objek penelitian ini adalah konsumen UD. Rikam Jaya Bondowoso yang memiliki jumlah populasi 90 responden menggunakan teknik purpossive sampling. Teknik pengumpulan data menggunakan observasi, wawancara dan kuesioner. Analisis yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik (uji normalitas, uji multikolinearitas, uji heteroskedastisitas), analisis regresi linear berganda dan uji hipotesis (uji F, uji t, koefisien determinasi). Hasil penelitian menunjukkan bahwa produk, harga, tempat, dan promosi berpengaruh signifikan terhadap keputusan pembelian secara parsial. Kata kunci: Produk, Harga, Tempat, Promosi, dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of four variables, namely product, price, place, and promotion on purchasing decisions. The hypothesis in this study that product, price, place, and promotion have a significant effect on purchasing decisions partially. The object of this research is consumers of UD. Rikam Jaya Bondowoso, which has a total population of 90 respondents, uses a purposive sampling technique. Data collection techniques using observation, interviews and questionnaires. The analysis used includes validity test, reliability test, classic assumption test (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis and hypothesis testing (t test, coefficient of determination). The results showed that the product, price, place, and promotion had a significant effect on purchasing decisions partially. Keywords: Product, Price, Place, Promotion, and Purchase Decision
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