PENGARUH HARGA, KUALITAS PRODUK, PROMOSI DAN LITERASI ETNIS BATAK TERHADAP KEPUTUSAN PEMBELIAN KAOS BATAK DI TOKO COK KO TENGOK MEDAM

BARUS, INDRA GUNAWAN (2018) PENGARUH HARGA, KUALITAS PRODUK, PROMOSI DAN LITERASI ETNIS BATAK TERHADAP KEPUTUSAN PEMBELIAN KAOS BATAK DI TOKO COK KO TENGOK MEDAM. Undergraduate thesis, UNIMED.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Harga, Kualitas Produk, promosi dan Literasi Etnis Batak terhadap Keputusan Pembelian Kaos Batak di Toko Cok Ko Tengok Medan di Simpang Gedung Pemprovsu, Jl. Williem Iskandar, Medan Tembung Sumatera Utara. Sampel yang digunakan dalam penelitian ini adalah 100 responden. Teknik pengumpulan data yang digunakan adalah dengan menggunakan kuesioner (angket) yang terlebih dahulu diberikan kepada 100 responden yang merupakan pembeli Kaos Batak di Jl Wiliem Iskandar . Pengujian validitas angket menggunakan rumus Product moment dan untuk menguji Reliabilitas angket menggunakan rumus Alpha Cronchbach. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan model Y= a + b1 X1 + b2 X2+ b3 X3+e. Pengujian dilakukan dengan menggunakan program SPSS 20.0 for windows. Sedangkan Untuk mengetahui besarnya pengaruh Harga, Kualitas Produk, promosi dan Literasi Etnis Batak terhadap Keputusan Pembelian dapat dilihat dari hasil uji determinasi (R square). Data yang digunakan dalam penelitian ini adalah data primer berupa data langsung yang dikumpulkan melalui wawancara dengan responden dan menggunakan alat yaitu kuisioner atau daftar pertanyaan dan data sekunder yakni data yang dikumpulkan dari instansi atau lembaga terkait. Setelah data dianalisis dengan bantuan program SPSS, maka diperoleh model persamaan regresi Y = 13,136 + 0,199 X1 + 0,230 X2 + 0,221 X3 + 0,202 X4 + e . Diperoleh nilai R square sebesar 0,127, yang berarti variabel X1, X2, X3 dan X4 dapat menjelaskan pengaruh terhadap variabel Y sebesar 12,7% sedangkan sisanya sebesar 88,3% dijelaskan oleh faktor lain yang tidak dibahas dalam penelitian ini. Uji parsial (t) menunjukkan bahwa variabel pengaruh Harga, Kualitas Produk, promosi dan Literasi Etnis Batak berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Untuk uji simultan (F) menunjukkan Harga, Kualitas Produk, promosi dan Literasi Etnis Batak secara bersama-sama berpengaruh positif dan signifikan terhadap Keputusan Pembelian yang dibuktikan dengan nilai signifikansi yang lebih kecil dari 0,05. Dari 4 variabel bebas, yang paling dominan mempengaruhi Keputusan Pembelian adalah variabel Harga sebesar 2,666.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorHutasuhut, Saidun196608301993031002
Call Number: SK-2018 MNJ 040
Keywords: Harga, Kualitas Produk, Promosi, Dan Keputusan Pembelian
Subjects: H Social Sciences > HB Economic Theory. Demography > HB221 Price
H Social Sciences > HF Commerce
L Education > LC Special aspects of education > LC149 Literacy. Illiteracy
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Cut Lidya Mutia
Date Deposited: 11 Apr 2019 14:53
URI: http://digilib.unimed.ac.id/id/eprint/35100

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