Farhah, Shafya Jilan and Prof. Dr. Kadarisman Hidayat, M.Si. (2024) Pengaruhْ Product Quality dan Price Discount terhadap Purchase Decision (Survei pada Pembeli dan Pengikut Akun Instagram KedaiْKopiْ@pointcoffeeid). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan dengan tujuan untuk mengetahui dan menjelaskan pengaruh dari Product Quality dan Price Discount terhadap Purchase Decision. Jenis penelitian ini merupakan penelitian eksplanatif dengan menggunakan pendekatan kuantitatif. Penelitian ini memiliki tiga variabel yang terdiri dari variabel independen Product Quality dan Price Discount, serta variabel dependen Purchase Decision. Populasi dari penelitian ini adalah pengikut dari akun Instagram @pointcoffeeid berusia minimal 17 tahun dan pernah melakukan pembelian produk Point Coffee minimal sekali dalam waktu dua bulan terakhir. Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling dengan jumlah sampel sebanyak 116 responden. Skala pengukuran yang digunakan adalah Skala Likert poin 1-5. Kuisioner digunakan sebagai instrumen penelitian yang disebarkan secara online menggunakan bantuan Google Formulir. Analisis data dilakukan menggunakan Analisis Deskriptif, Uji Asumsi Klasik, Analisis Regresi Linier Berganda, serta Uji Hipotesis yang terdiri dari Uji F dan Uji t. Berdasarkan analisis data yang telah dilakukan diperoleh hasil yang menunjukkan bahwa variabel Product Quality secara parsial memiliki pengaruh yang signifikan terhadap variabel Purchase Decision, variabel Price Discount secara parsial berpengaruh signifikan terhadap variabel Purchase Decision, dan variabel Product Quality serta Price Discount secara bersamaan atau simultan memiliki pengaruh yang signifikan terhadap variabel Purchase Decision. Kedai kopi Point Coffee diharapkan terus menjaga serta meningkatkan Kualitas Produk yang dihasilkan dan mempertahankan serta lebih menggencarkan lagi pemasaran Diskon Harga pada penjualan produknya karena dapat memberikan pengaruh yang signifikan terhadap keputusan pembelian pelanggan.
English Abstract
This study was conducted with the aim of knowing and explaining the effect of Product Quality and Price Discount on Purchase Decision. This type of research is explanatory research using a quantitative approach. This study has three variables consisting of the independent variables Product Quality and Price Discount, and the dependent variable Purchase Decision. The population of this study are followers of the @pointcoffeeid Instagram account, population with the minimum age of 17 years old and have purchased Point Coffee products at least once in the last two months. The sampling technique used in this study is purposive sampling with a total sample size of 116 respondents. The measurement scale used is Likert Scale points 1-5. Questionnaires were used as the research instruments which were distributed online using Google Forms. Data analysis was carried out using Descriptive Analysis, Classical Assumption Test, Multiple Linear Regression Analysis, and Hypothesis Test consisting of F Test and t Test. Based on the data analysis that has been carried out, the results show that the Product Quality variable partially has a significant effect on the Purchase Decision variable, the Price Discount variable partially has a significant effect on the Purchase Decision variable, meanwhile the Product Quality and Price Discount variables together or simultaneously have a significant effect on the Purchase Decision variable. Point Coffee coffee shops are expected to continue to maintain and improve the quality of the products produced, also maintain and intensify the marketing of price discounts on the sale of their products because it can have a significant influence on customer purchasing decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524030235 |
| Uncontrolled Keywords: | Kualitas Produk, Diskon Harga, Keputusan Pembelian, Point Coffee, Analisis Regresi Linear Berganda |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 05 Jul 2024 03:11 |
| Last Modified: | 05 Jul 2024 03:11 |
| URI: | http://repository.ub.ac.id/id/eprint/220926 |
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