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DC Field | Value | Language |
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dc.contributor.advisor | Lestari, Indawati | - |
dc.contributor.advisor | Wijaya, Muslim | - |
dc.contributor.author | Br Tarigan, Egipta | - |
dc.date.accessioned | 2023-11-08T03:40:14Z | - |
dc.date.available | 2023-11-08T03:40:14Z | - |
dc.date.issued | 2023-10-13 | - |
dc.identifier.uri | https://repositori.uma.ac.id/handle/123456789/21854 | - |
dc.description | 97 Halaman | en_US |
dc.description.abstract | Penelitian ini bertujuan untuk membuktikan apakah terdapat pengaruh antara diskon dan penilaian produk terhadap keputusan pembelian produk Maybelline di Lazada . Variabel independen penelitian ini adalah diskon (X1) dan penilaian produk (X2) dan variabel dependen keputusan pembelian (Y). Penelitian ini merupakan penelitian kuantitatif dengan pendekatakn asosiatif. Jumlah populasi sebanyak 853 orang dan sampel yang digunakan sebanyak 90 responden. Metode analisis yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda, uji t, uji F dan uji koefisien determinasi R2 dengan menggunakan sofrware SPSS versi 29. Hasil penelitian menunjukkan variabel diskon secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian dengan t-hitung lebih besar dari t-tabel (2,907>1,987) dan nilai signifikan 0,005<0,05. Dan variabel penilaian produk secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian dengan t-hitung lebih besar dari t-tabel (5,228>1,987) dan nilai sigifikan 0.001<0,05. Kemudian variabel diskon dan penilaian produk secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan F-hitung lebih besar dari F-tabel (31,065>3,10) dan nilai signifikan 0,001<0,05. Dan nilai Adjusted R Square sebesar 40,3 % sedangkan sisanya 59,7 % dipengaruhi oleh faktor lain yang tidak diteliti pada penelitian ini. This study aims to prove whether there is an influence between discounts and product valuation on the purchase decision of Maybelline products on Lazada. The independent variables of this study were discount (X1) and product valuation (X2) and dependent variables of purchase decision (Y). This research is a quantitative research with associative approach. The total population was 853 people and the sample used was 90 respondents. The analysis methods used are validity tests, reliability tests, classical assumption tests, multiple linear regression tests, t tests, F tests and R2 determination coefficient tests using SPSS software version 29. The results showed that the discount variable had a partial positive and significant effect on purchasing decisions with a t-count greater than the t-table (2.907>1.987) and a significant value of 0.005<0.05. And the product valuation variable partially has a positive and significant effect on purchasing decisions with a t-count greater than the t-table (5.228>1.987) and a sigifikan value of 0.001<0.05. Then the discount and product valuation variables simultaneously have a positive and significant effect on purchasing decisions with an F-count greater than the F-table (31.065>3.10) and a significant value of 0.001<0.005. And the Adjusted R Square value of 40.3% while the remaining 59.7% was influenced by other factors that were not studied in this study. | en_US |
dc.language.iso | id | en_US |
dc.publisher | Universitas Medan Area | en_US |
dc.relation.ispartofseries | NPM;198320109 | - |
dc.subject | diskon | en_US |
dc.subject | penilaian produk | en_US |
dc.subject | keputusan pembelian | en_US |
dc.subject | discount | en_US |
dc.subject | product valuation | en_US |
dc.subject | purchase decision | en_US |
dc.title | Pengaruh Diskon dan Penilaian Produk terhadap Keputusan Pembelian Produk Maybelline di Lazada (Desa Pasar X, Kecamatan Kutalimbaru, Kabupaten Deli Serdang) | en_US |
dc.title.alternative | The Influence of Discounts and Product Ratings on Decisions to Purchase Maybelline Products at Lazada (Pasar X Village, Kutalimbaru District, Deli Serdang Regency) | en_US |
dc.type | Skripsi Sarjana | en_US |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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198320109 - Egipta Br Tarigan - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1 MB | Adobe PDF | View/Open |
198320109 - Egipta Br Tarigan - Chapter IV.pdf Restricted Access | Chapter IV | 395 kB | Adobe PDF | View/Open Request a copy |
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