MAULIDA, AMELIA FELISIA (2023) ANALISIS PENGARUH DISPLAY PRODUK, PROMOSI, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS PADA ALFAMIDI SUPER RAYA CIPAYUNG KOTA JAKARTA TIMUR). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purposes of this study is to analyze the influence of product display, promotion, product quality, and service quality on consumer purchasing decisions at Alfamidi Super Raya Cipayung either partially or simultaneously and identify the most dominant variable. The sampling technique used in this research is non-probability sampling with accidental sampling type. The questionnaire in this study was distributed to a sample of 100 respondents. Data from the questionnaire were analyzed using statistical analysis tools with the help of the SPSS version 26 program. Based on the results of data analysis using the t test (partial test) it is known that partially promotion and product quality variables have a significant influence on consumer purchasing decisions. Meanwhile, product display and service quality variables do not have a significant effect on consumer purchasing decisions. Based on the results of data analysis using the F test (simultaneous test), it is known that simultaneously product display, promotion, product quality, and service quality have a significant effect on consumer purchasing decisions. The most dominant variable that affects consumer purchasing decisions at Alfamidi Super Raya Cipayung is the product quality variable.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk menganalisis pengaruh display produk, promosi, kualitas produk, dan kualitas pelayanan terhadap keputusan pembelian konsumen di Alfamidi Super Raya Cipayung baik secara parsial maupun simultan dan mengidentifikasi variabel yang paling dominan. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan tipe accidental sampling. Kuesioner dalam penelitian ini dibagikan kepada sampel sebanyak 100 responden. Data hasil kuesioner dianalisis menggunakan alat analisis statistik dengan bantuan program SPSS versi 26. Berdasarkan hasil analisis data dengan menggunakan uji t (uji parsial) diketahui bahwa secara parsial variabel promosi dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian konsumen. Sedangkan variabel display produk dan kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian konsumen. Berdasarkan hasil data dengan uji F (uji simultan) diketahui bahwa secara simultan display produk, promosi, kualitas produk, dan kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian konsumen. Variabel yang paling dominan mempengaruhi keputusan pembelian konsumen di Alfamidi Super Raya Cipayung adalah variabel kualitas produk. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Amelia Felisia Maulida | |||||||||
| Date Deposited: | 27 Apr 2023 14:36 | |||||||||
| Last Modified: | 27 Apr 2023 14:36 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/23304 |
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