Pengaruh Persepsi Harga, Promosi dan Kualitas Layanan terhadap Keputusan Pembelian (Studi pada Perusahaan Ritel di Jakarta)
Article Sidebar
Main Article Content
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.
Article Details
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ali, Hapzi, Evi, N., Nurmahdi, & Adi. (2018). The influence of Service Quality, Brand Image and Promotion on Purchase Decision at MCU Eka Hospital. Journal of Business and Management Studies, 3(1).
Andreti, J., Zafira, N., Akmal, S., & Kumar, S. (2013). The analysis of product, price, place, promotion, and service quality on customer's buying decision of convenience store: a survey of young adult in Bekasi, West Java Indonesia. International Journal of Advances in Management and Economics, 72-78.
APRINDO. (2018, 06 22). Pengusaha: Industri Ritel Semester I-2018 Tumbuh 7-7,5%. Retrieved 2019, from CNBC: https://www.cnbcindonesia.com/news/20180622163406-4-20125/pengusaha-industri-ritel-semester-i-2018-tumbuh-7-75
Beneke, J., & Zimmerman, N. (2014). Beyond Private Label Panache; The Effect of Store Image and Perceived Price on Brand Prestige. Journal of Consumer Marketing, 301-311.
Boone, E. L., Kurtz, & L, D. (2002). Pengantar Bisnis. Jakarta: Erlangga.
Brata, B. H., Husani, S., & Ali, H. (2017). The influence of quality products, price, promotions, and location to product purchase decision on Nitchi at PT Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 433-445.
Firdausy, C. M., Idawati, & Rani. (2017). Effects of service quality, price and promotion on customer's purchase decision of Traveloka online airline tickets in Jakarta, Indonesia. International Journal of Management Science and Business Administration, 42-49.
Keni, K., & Oscar, Y. (2019). Pengaruh brand image, persepsi harga, dan service quality terhadap keputusan pembelian konsumen. Jurnal Muara Ilmu Ekonomi dan Bisnis, 20-28.
Kotler, P., & Keller, K. (2016). Marketing Management (15th ed.). Pearson Education Inc.
Lahindah, L., Merisa, & Siahaan, R. (2018). The influence of product innovation and service quality to buying decision and the impact to repeat buying at Progo Road Bandung. The Asian Journal of Technology Management, 118-124.
Malik, Fozia, Yaqoob, Sara, Aslam, & Samih, A. (2012). The Impact of price perception, service quality and brand image on customer loyalty (study of hospitality industry in Pakistan). Interdisciplinary Journal of Contemporary Research in Business, 4(5).
Parasuraman, A., Zeithaml, V. A., Leonard, L., & Berry. (1988). Servqual: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailling.
Uma, S., & Bougie, R. (2016). Research Method for Business (7th ed.). Chichester, West Sussex: Printer Trento Srl.