PENGARUH LOKASI, KERAGAMAN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CARREFOUR CITRA GARDEN MEDAN

Tobing, Fitri Morina (2013) PENGARUH LOKASI, KERAGAMAN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CARREFOUR CITRA GARDEN MEDAN. Undergraduate thesis, UNIMED.

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Abstract

Mengingat begitu banyaknya supermarket dan hypermart yang tersebar disekitar jalan jamin ginting , Carrefour Citra Garden Medan justru lebih diminati banyak orang sebagai tempat perbelanjaan di bandingkan tempat perbelanjaan lain. Dari fenomena ini penulis ingin mengetahui apakah faktor lokasi, keragaman produk dan harga dapat menjadi pertimbangan dalam keputusan pembelian konsumen di Carrefour Citra Garden Medan, dan apakah konsumen melakukan keputusan pembelian berdasarkan faktor tersebut. Populasi yang digunakan dalam penelitian ini adalah 525 responden dengan jumlah sampel sebanyak 84 responden. Teknik pengumpulan data yang digunakan adalah melalui angket (kuesioner) yang pengukurannya menggunakan skala likert dan diolah secara statistic dengan menggunakan metode Analisis Regresi Berganda dengan persamaan structural Y=a+b_1 X_1+b_2 X_2+b&#8323;X &#8323; serta untuk mengetahui besarnya pengaruh lokasi, keragaman produk dan harga secara simultan dapat dilihat dari perhitungan determinasi (R2). Setelah data dianalisis dengan bantuan SPSS 17 maka diperoleh persamaan analisis jalur Y = -5.412 + 0,173 X1 + 0,662 X2 + 0,451 X3 Selanjutnya nilai koefesien determinasi (R2) sebesar 0,529 yang memiliki arti bahwa lokasi, keragaman produk dan harga secara simultan mempengaruhi keputusan pembelian sebesar 52,9% dan sisanya ditentukan oleh faktor-faktor lain. Berdasarkan pengolahan data yang dilakukan dapat dilihat dan diperoleh nilai signifikan 0,000 < dari taraf nyata 0,05. Sehingga dapat disimpulkan bahwa hipotesis diterima yang artinya terdapat pengaruh lokasi, keragaman produk dan harga terhadap keputusan pembelian

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorSihombing, Dionisius197712012005011005
Call Number: 658 Tob p
Keywords: Lokasi; Keragaman; Produk; Harga; Keputusan; Pembelian
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mrs Yuni Chairani
Date Deposited: 21 Aug 2016 08:21
URI: http://digilib.unimed.ac.id/id/eprint/13355

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