Analisis Keputusan Pembelian Konsumen Ditinjau dari Kualitas Produk Lokasi dan Promosi Terhadap Busana Batik di Pusat Grosir Solo

Deviana Putri, Burhanuddin Burhanuddin, Ratna Damayanti

Abstract


This study aims to prove and know the quality of products, locations and promotions simultaneously or partially towards the decision to purchase batik clothing.
This type of research is a quantitative descriptive study, the population of this study is that all consumers who have bought batik clothing in PGS are infinite in number and the sampling method uses purposive sampling technique. The sample used was 100 respondents. The analytical method used is the method of multiple linear regression analysis. The method of data collection is by distributing questionnaires or questionnaires.
The results showed that the F test of product quality, location and promotion had a simultaneous and significant effect on purchasing decisions on batik clothing products at PGS, while the results of the t test showed that product quality had a positive and significant effect on purchasing decisions on batik clothing products at PGS, locations not influential and not significant towards purchasing decisions, promotion of influential products has a positive and significant effect on purchasing decisions on batik clothing products at PGS. The results of the coefficient of determination show that the independent variable (X) product quality, location and promotion has an influence of 35.4% on the dependent variable (Y) purchasing decisions on batik clothing products at PGS. The most influential variable is product quality.
Keywords: purchasing decisions, product quality, location, promotion

References


Abadi Dwi, Suddin Alwi dan Widajanti Erni. 2018. Pengaruh Kualitas Produk, Harga, Promosi Terhadap Keputusan Pembelian Kosumen Toko Mas Semar Dengan Kepuasan Pelanggan Sebagai Variabel Moderasi. Jurnal Manajemen Sumber Daya Manusia. Vol. 12 No. 2018, 1 Juni: 108 – 124.

Agnes, Lisbeth dan Jantje Sepang. 2014. Pengaruh Kualitas Produk, Harga, Promosi dan Lokasi Terhadap Keputusan Pembelian Konsumen di Bentenan Center sonder Minahasa.Vol.2 No.3 September 2014. Hal 1737-1749.

Ghozali, Imam.2012.Aplikasi Analisis Multivariate dengan Program IBM SPSS 20.Semarang:Badan Penerbit UNDIP.

Haryanto Jony dan Priyanto Sony. 2013. Recent Future Reaserch In Consumer Behavior A Better Understanding Of Batik As Indonesian Heritage. Vol.-IV, No-4, Oktober 2013. Hal 32.

Kotler, Philip & Garry Armstrong. 2010. Prinsip-Prinsip Pemasaran, Jilid 1 dan 2 Edisi Kedua Belas. Jakarta : Erlangga

Kotler, Philip dan Gary Amstrong. 2012. Prinsip-prinsip Pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga.

Priyatno, Dwi. 2011. Buku Saku SPSS. Analasis Statistik Dengan Microsoff Excel & SPSS. Penerbit Andi. Yogyakarta.

Rofiq, Ainnur dan Hufrom Muhammad. 2017. e – Jurnal Riset Manajemen PRODI MANAJEMEN Fakultas Ekonomi Unisma.

Sanggetang Vania, Mandey L. Silvya dan Maniharapon Silcyijeova. 2019. Pengaruh Lokasi Promosi dan Presepsi Harga Terhadap Keputusan Pembelian Konsumen pada Perumahan Kawanua Emerald City Manado. Vol. 7 No.1 Januari 2019. Hal. 881-890.

Tjiptono, Fandy. 2015.Strategi Pemasaran.Edisi 4. Yogyakarta: ANDI.

Weenas R.S. Jackson. Kualitas 2013. Kualitas Produk, Harga, Promosi Dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Spring Bed Comforta. Jurnal EMBA. Vol.1 No.4 Desember 2013, Hal. 607-618.




DOI: http://dx.doi.org/10.29040/jie.v3i02.590

Refbacks

  • There are currently no refbacks.


INDEXED BY :