PENGARUH PERSEPSI HARGA DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ALFAMIDI CABANG ISKANDAR MUDA MEDAN

Kudadiri, Lasma D. (2017) PENGARUH PERSEPSI HARGA DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ALFAMIDI CABANG ISKANDAR MUDA MEDAN. Undergraduate thesis, UNIMED.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga dan suasana toko terhadap keputusan pembelian konsumen pada pada Alfamidi Cabang Iskandar Muda Medan. Pengambilan sampel berdasarkan rumus Non Probability Sampling, sehingga sampel yang di dapat dan digunakan dalam penelitian ini 112 orang. Teknik pengumpulan data yang digunakan adalah melalui kuesioner yaitu dengan cara menyebarkan kuesioner kepada responden dan mengumpulkannya kembali. Teknik analisis data yang digunakan adalah Regresi Linear Berganda. Sebelum data diregresikan maka terlebih dahulu di uji keterkaitannya antara variabel, datanya di uji menggunakan uji asumsi klasik. Serta untuk mengetahui kontribusi faktor harga dan lokasi terhadap keputusan pembelian konsumen digunakan rumus r squre. Setelah kuesioner dianalis maka diperoleh hasil penelitian variabel harga berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian konsumen dan variabel lokasi berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian konsumen Alfamidi Cabang Iskandar Muda Medan. Untuk menguji hipotesis dalam penelitian ini gunakan uji F dimana hasil yang diperoleh bahwa ada pengaruh positf dan signifikan antara harga dan lokasi terhadap keputusan pembelian konsumen pada Alfamidi Cabang Iskandar Muda Medan.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorRahmadsyah, Agus197708262006041002
Call Number: SK-2017 MAJ 019
Keywords: Persepsi harga; Suasana toko; Keputusan pembelian
Subjects: H Social Sciences > HB Economic Theory. Demography > HB221 Price
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mrs Siti Nurbaidah
Date Deposited: 28 Apr 2017 08:31
URI: http://digilib.unimed.ac.id/id/eprint/24397

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