Pengaruh Persepsi Harga, Promosi dan Kualitas Layanan terhadap Keputusan Pembelian (Studi pada Perusahaan Ritel di Jakarta)

Steven Ferdyanto
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Abstract

The purpose of this research is to get empirical evidence about the influences of perceived price, promotion, and service quality on purchase decision. The method used was multiple regression method with SPSS version 22 program. Sample size was 200 people at the one of Hypermarket as respondents. Data was collected by using non probability sampling method. The instrument used in the form of a structured questionnaire of 35 questions arranged based on indicator and dimensions derived from each variable. The result showed that perceived price, promotion, and service quality had positive and significant influence to purchase decision.

 

Tujuan dari penelitian ini adalah untuk mendapatkan bukti empiris tentang pengaruh persepsi harga, promosi, dan kualitas layanan terhadap keputusan pembelian pada perusahaan ritel di Jakarta. Penelitian ini menggunakan metode regresi berganda dengan program SPSS versi 22. Ukuran sampel adalah 200 orang pada salah satu Hypermarket sebagai responden. Data dikumpulkan dengan menggunakan metode non probability sampling. Instrumen yang digunakan berupa kuesioner terstruktur terdiri dari 35 pertanyaan yang disusun berdasarkan indikator dan dimensi yang berasal dari masing-masing variabel. Hasil penelitian ini bahwa persepsi harga, promosi, dan kualitas layanan berpengaruh positif dan signifikan terhadap keputusan pembelian.

Keywords

Perceived Price; Promotion, Service Quality; Purchase Decision

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