| dc.contributor.advisor | Dianah, Rosyda | |
| dc.contributor.author | NINGRUM, SYILVIA KUSUMA | |
| dc.date.accessioned | 2024-07-17T07:23:51Z | |
| dc.date.available | 2024-07-17T07:23:51Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/153994 | |
| dc.description.abstract | SYILVIA KUSUMANINGRUM. Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Konsumen pada Produk Puckeria. Dibimbing oleh ROSYDA DIANAH.
Penelitian dilakukan untuk menganalisis pengaruh harga dan promosi terhadap keputusan pembelian secara parsial dan simultan untuk produk Puckeria. Populasi penelitian ini yaitu konsumen dari produk Puckeria dengan jumlah sampel yang digunakan 38 responden. Penelitian ini dilakukan dengan menyebar kuesioner dan menggunakan metode uji instrumen data, uji asumsi klasik, dan uji regresi linear berganda. Analisis data penelitian menggunakan program SPSS versi 23. Hasil penelitian menunjukkan bahwa secara parsial harga berpengaruh dan signifikan terhadap keputusan pembelian, tetapi promosi tidak berpengaruh terhadap keputusan pembelian. Harga dan promosi secara simultan berpengaruh dan signifikan terhadap keputusan pembelian konsumen.
Kata kunci : Puckeria, harga, promosi, keputusan pembelian, konsumen. | |
| dc.description.abstract | SYILVIA KUSUMANINGRUM. The Influence of Price and Promotion on Consumer Purchasing Decisions on Puckeria Products. Supervised by ROSYDA DIANAH.
The research was conducted to analyze the effect of price and promotion on purchasing decisions, both partially and simultaneously, for Puckeria products. The population of this study consists of consumers of Puckeria products, with a sample size of 38 respondents. This research was carried out by distributing questionnaires and using data instrument testing methods, classical assumption tests, and multiple linear regression tests. Data analysis for the research was performed using SPSS version 23. The results of the study indicate that, partially, price has a significant effect on purchasing decisions, while promotion does not affect purchasing decisions. Price and promotion simultaneously have a significant effect on consumer purchasing decisions.
Keywords: Puckeria, price, promotion, purchasing decisions, consumers. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Produk Puckeria | id |
| dc.title.alternative | | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | harga | id |
| dc.subject.keyword | Promosi | id |
| dc.subject.keyword | Promotion | id |
| dc.subject.keyword | Puckeria | id |
| dc.subject.keyword | Keputusan pembelian | id |
| dc.subject.keyword | Konsumen | id |
| dc.subject.keyword | Puckeria | id |
| dc.subject.keyword | Price | id |
| dc.subject.keyword | Purchasing decisions | id |
| dc.subject.keyword | Consumers | id |
