PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN SIRUP LEMON YOENI DI MEDAN ABSTRAK

TARIGAN, EKEL EPRAIM (2022) PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN SIRUP LEMON YOENI DI MEDAN ABSTRAK. Other thesis, UPN 'Veteran" Yogyakarta.

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Abstract

ABSTRAK
PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN HARGA TERHADAP
KEPUTUSAN PEMBELIAN PADA KONSUMEN SIRUP LEMON YOENI DI MEDAN
ABSTRAK
Tujuan dari penelitian ini adalah untuk mengetahui dan membuktikan pengaruh Kualitas Pelayanan,
Harga, dan Promosi terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah kuantitatif.
Sumber data dalam penelitian ini menggunakan data primer yang diperoleh melalui kuisioner atau
angket Google Form yang disebarkan kepada pelanggan sedang melakukan pembelian langsung di toko
Sirup Lemon Yoeni yaitu sebanyak 100 orang responden. Penelitian ini menggunakan analisis regresi
linier berganda untuk pengujian hipotesis dan asumsi klasik. Hasil penelitian menunjukkan bahwa
kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, harga
berpengaaruh positif signifikan terhadap keputusan pembelian, dan promosi berpengaruh positif dan
signifikan terhadap keputusan pembelian. Hasil uji F secara simultan menunjukkan bahwa kualitas
pelayanan, harga, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil
koefisien determinasi (R2) menunjukkan bahwa penelitian ini memiliki pengaruh sebesar 85,7%
sedangkan sisanya 14,3% dijelaskan oleh faktor lain yang tidak diteliti dalam penelitian ini.
Kata Kunci : Keputusan Pembelian, Kualitas Pelayanan, Promosi, Harga
The purpose of this study was to determine and prove the effect of Service Quality, Price, and Promotion
on Purchase Decisions. The type of research used is quantitative. The data source in this study used
primary data obtained through questionnaires or Google Form questionnaires distributed to customers
who were making direct purchases at the Yoeni Lemon Syrup shop, as many as 100 respondents. This
study uses multiple linear regression analysis for testing hypotheses and classical assumptions. The
results showed that service quality had a positive and significant effect on purchasing decisions, price
had a significant positive effect on purchasing decisions, and promotions had a positive and significant
effect on purchasing decisions. The results of the F test simultaneously show that service quality, price,
and promotion have a positive and significant effect on purchasing decisions. The results of the
coefficient of determination (R2) indicate that this study has an influence of 85.7% while the remaining
14.3% is explained by other factors not examined in this study. The purpose of this study was to
determine and prove the effect of Service Quality, Price, and Promotion on Purchase Decisions. The
type of research used is quantitative. The data source in this study used primary data obtained through
questionnaires or Google Form questionnaires distributed to customers who were making direct
purchases at the Yoeni Lemon Syrup shop, as many as 100 respondents. This study uses multiple linear
regression analysis for testing hypotheses and classical assumptions. The results showed that service
quality had a positive and significant effect on purchasing decisions, price had a significant positive
effect on purchasing decisions, and promotions had a positive and significant effect on purchasing
decisions. The results of the F test simultaneously show that service quality, price, and promotion have
a positive and significant effect on purchasing decisions. The results of the coefficient of determination
(R2) indicate that this study has an influence of 85.7% while the remaining 14.3% is explained by other
factors not examined in this study.
Keywords: Purchase Decision, Service Quality, Promotion, Price

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Keputusan Pembelian, Kualitas Pelayanan, Promosi, Harga
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Eko Yuli
Date Deposited:	12 Jul 2022 01:19
Last Modified:	12 Jul 2022 01:19
URI:	http://eprints.upnyk.ac.id/id/eprint/30351

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