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Title: | Pengaruh Harga dan Variasi Produk Terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Rumah Pancake Dimsum Medan) |
Other Titles: | The Effect of Price and Product Variations on Purchase Decisions (Case Study on Consumers of Medan Dimsum Pancake House) |
Authors: | Hutasoit, Juliana Sartika |
metadata.dc.contributor.advisor: | Syahputri, Yuni |
Keywords: | harga;vriasi produk;keputusan pembelian |
Issue Date: | 2-Aug-2021 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;178320363 |
Abstract: | Tujuan penelitian ini adalah untuk mengetahui dan menganalisis, Pengaruh Harga dan Variasi Produk terhadap keputusan pembeliaan (studi kasus pada konsumen Rumah Pancake Dimsum Medan). Metode penelitian yang dilakukan adalah penelitian asosiatif, dimana variabel diukur dengan sekala likert. Metode pengumpulan data dilakukan dengan daftar pertanyaan (questioner), wawancara (interview) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh konsumen Rumah Pancake Dimsum Medan. Penarikan sampel dengan metode purposive sampling dengan menggunakan rumus slovin maka didapatkan popolasi sebanyak 87 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 21, dengan teknik analisis data yang digunakan adalah uji asumsi klasik (uji normalitas/ uji multikoliniaritas, uji heterokedastisitas), regresi berganda, uji t, uji F, dan koefisien deterninasi. Hasil penelitian ini menunjukkan bahwa : (1) secara parsial variabel Harga mempengaruhi Keputusan pembelian produk Rumah Pancake Dimsum Medan.(2) secara parsial variabel Variasi Produk mempengaruhi Keputusan pembelian produk Rumah Pancake Dimsum Medan.(3) secara simultan terdapat pengaruh yang positif dan signifikan antara veriabel Harga dan Variasi Produk yang mempengaruhi Keputusan pembelian produk Rumah Pancake Dimsum Medan. The purpose of this study was to determine and analyze the effect of price and product variations on purchasing decisions (a case study on consumers of the Medan Dimsum Pancake House). The research method used is associative research, where the variables are measured using a Likert scale. Methods of data collection is done by a list of questions (questionnaire), interviews (interviews) and study documentation. The population in this study were all consumers of the Medan Dimsum Pancake House. Sampling by purposive sampling method using the Slovin formula, the population was obtained as many as 87 people. Data processing uses SPSS version 21 software, with data analysis techniques used are classical assumption test (normality test/multicollinearity test, heteroscedasticity test), multiple regression, t test, F test, and coefficient of determination. The results of this study indicate that: (1) the price variable partially affects the decision to purchase the Medan Pancake Dimsum product. (2) partially the product variation variable influences the purchase decision of the Medan Dimsum Pancake House product. (3) simultaneously there is a positive and significant influence. between price variables and product variations that affect the decision to purchase products from the Medan Pancake Dimsum House. |
Description: | 83 Halaman |
URI: | http://repository.uma.ac.id/handle/123456789/16490 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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178320363_Juliana Sartika Hutasoit_Fulltext.pdf Restricted Access | Cover, Abstract, Chapter I,II,III,Bibliography | 1.69 MB | Adobe PDF | View/Open Request a copy |
178320363_Juliana Sartika Hutasoit_Chapter IV.pdf | Chapter IV | 476.66 kB | Adobe PDF | View/Open |
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