Pengaruh Promosi dan Harga terhadap Minat Beli Produk H&M di Jakarta Barat

Nathaniel Widhiyanto Utomo
| Abstract views: 155 | views: 124

Abstract

The objective of this/the research is to examine the effect of promotion and price partially and simultaneously on the interest in purchasing H&M retail products in West Jakarta. The data collection method is conducted using a questionnaire with a sample size of 160 respondents. Data analysis uses validity test, reliability test, classic assumption test, multiple linear regression, t-test, and Anova test. The result of this study indicates that the price and promotion simultaneously influence the purchase intention. The price and promotion variables also have a partial effect on buying intention. These show that the variation of the independent variables used in the model (Promotion and Price) is able to explain the 43.6% of variable purchase intention variation, and the rest of the result is influenced by other factors.

 

Tujuan penelitian untuk menguji pengaruh promosi dan harga secara parsial dan simultan terhadap minat pembelian produk retail H&M di Jakarta Barat. Metode pengumpulan data menggunakann kuesioner dengan jumlah sampel terdiri dari 160 responden. Data analisis dengan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, regresi linier berganda, uji t, dan uji F. Hasil penelitian ini menunjukkan bahwa variabel harga, dan promosi berpengaruh secara simultan terhadap minat beli. Variabel harga dan promosi juga memiliki pengaruh secara parsial terhadap minat beli. Hal ini menunjukkan bahwa variasi variabel independen yang digunakan dalam model (Promosi dan Harga) mampu menjelaskan sebesar 43,6% variasi variabel Minat beli, dan sisanya dipengaruhi oleh faktor lain.

Keywords

Promotion; Prices; Purchase Intention

Full Text:

PDF

References

Amal, K., & Hafasnuddin. (2017). Pengaruh harga dan kepercayaan terhadap niat pembelian online dengan persepsi nilai sebagai variabel mediasi (Studi pada konsumen Blibli.com di kota Banda Aceh). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 2(1), 256-266.

Forbes. (2019, January 31). Is H&M Losing Its Shine? Retrieved September 2019, from Forbes: https://www.forbes.com/sites/callyrussell/2019/01/31/is-hm-losing-its-shine/#38b898d764db

Harsalim, R. R., & Sugiharto, S. (2015). Analisis pengaruh product quality, price dan promotion terhadap purchase intention mobil Toyota Alphard di Surabaya. Jurnal Manajemen Pemasaran Petra, 3(1), 1-11.

Kotler, P. (2010). Manajemen Pemasaran (Edisi Tiga Belas, Jilid 1 & 2). Jakarta: Erlangga.

Kotler, P., & Amstrong, G. (2014). Principles of Marketing (12th ed.) (Bob Sabtran, Trans., Jilid 1). Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing Management (13th ed.). Upper Saddle River, New Jersey: Prentice Hall International Inc.

Lupiyoadi, R., & Hamdani, A. (2012). Pemasaran Jasa. Jakarta: Salemba Empat.

Muhammad, Saikoo., Hari., & Bulan. (2016). Pengaruh promosi, harga dan kualitas produk terhadap minat beli konsumen kerudung Rabbani.

Omnilytics. (2018, July 10). What Went Wrong with H&M? Retrieved September 2019, from Omnilytics: https://omnilytics.co/blog/what-went-wrong-with-hm

Shin, D. H. (2010). The effects of trust, security and privacy in social networking: A security-based approach to understand the pattern of adoption. Interacting with Computers, 22(5), 428–438.

Simamora, B. (2016). Panduan Riset Perilaku Konsumen. Jakarta: PT Gramedia Pustaka Utama.

Statista. (2019). Number of store closures of the H&M Group worldwide in 2018. Retrieved September 2019, from Statista: https://www.statista.com/statistics/268523/number-of-hundm-store-closures-by-country/

Sugiyono. (2016). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta

Yoebrilianti, A. (2018). Pengaruh promosi penjualan terhadap minat beli produk fashion dengan gaya hidup sebagai variabel moderator (Survei konsumen pada jejaring sosial). Jurnal Manajemen, 8(1), 20-41.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Refbacks

  • There are currently no refbacks.