Pengaruh strategi promosi dan kualitas produk dalam menentukan keputusan pembelian (studi kasus di Home Gallery Furniture Solution PTC Surabaya)

Khamidah, Leni nur (2020) Pengaruh strategi promosi dan kualitas produk dalam menentukan keputusan pembelian (studi kasus di Home Gallery Furniture Solution PTC Surabaya). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Tujuan penelitian ini adalah untuk menguji pengaruh strategi promosi dan kualitas produk secara parsial terhadap keputusan pembelian mebel di Home Gallery Furniture Solution dan untuk mengetahui diantara strategi promosi dan kualitas produk yang berpengaruh dominan terhadap keputusan pembelian mebel Home Gallery Furniture Solution. Variabel bebas dalam penelitian ini adalah strategi promosi dan kualitas produk, sedangkan variable terikat adalah keputusan pembelian mebel Home Gallery Furniture Solution. Dalam penelitian ini, penentuan sampel dilakukan dengan metode non probability sampling dengan prosedur purposive sampling. Sampel yang digunakan sebanyak 74 responden. Sebelum dilakukan uji hipotesis dilakukan uji validitas dan reliabilitas. Hasilnya adalah semua variabel valid dan reliable. Hasil uji t menunjukant hitung > ttabel dengan signifikansi < 0,05. Dengan demikian hipotesis pertama yang menyatakan Berdasarkan uji t diperoleh hasil bahwa strategi promosi secara parsial berpengaruh signifikan terhadap keputusan pembelian mebel Home Gallery Furniture Solution. Sehingga hipotesis kesatu dapat diterima. Berdasarkan uji t diperoleh hasil bahwa kualitas produk secara parsial berpengaruh signifikan terhadap keputusan pembelian mebel Home Gallery Furniture Solution.Sehingga hipotesis ke dua dapat diterima. Hasil pengujian nilai Standardized Coefficients Beta variabel kualitas produk lebih besar dari nilai Standardized Coefficients Beta variabel strategi promosi, jadi yang berpengaruh dominan terhadap keputusan pembelian mebel Home Gallery Furniture Solution adalah kualitas produk. Sehingga hipotesis ketiga dapat diterima Kata Kunci : Strategi Promosi, Kualitas Produk Dan Keputusan Pembelian ABSTRACT The purpose of this study is to examine the effect of promotional strategies and product quality on furniture purchase decisions at Home Gallery Furniture Solution and to find out which was between promotional strategies and product quality had a dominant influence on furniture purchasing decisions Home Gallery Furniture Solution. The independent variable in this study was the promotion strategy and product quality, while the dependent variable was the decision to purchase furniture Home Gallery Furniture Solution. In this study, the determination of the sample was done by the non probability sampling method with a purposive sampling procedure. The sample used was 74 respondents. Before testing the hypothesis the validity and reliability tests were carried out. The result was that all variables are valid and reliable. T test results indicate the count> t table with a significance <0.05. Thus the first hypothesis which states based on the t test results obtained that the promotion strategy had a significant effect on furniture purchase decisions Home Gallery Furniture Solution. So the first hypothesis was accepted. Based on the t test, the results show that the quality of the product has a significant effect on furniture purchase decisions Home Gallery Furniture Solution. So that the second hypothesis was acceptable. The results of testing the value of Standardized Coefficients Beta product quality variable is greater than the value of the Standardized Coefficients Beta variable promotion strategy, so the dominant influence on furniture purchase decisions Home Gallery Furniture Solution is product quality. Keywords: Promotion Strategy, Product Quality and Purchasing Decisions

Item Type: Thesis (Bachelor (S1))
Uncontrolled Keywords: Strategi Promosi, Kualitas Produk Dan Keputusan Pembelian
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Leni Nur Khamidah
Date Deposited: 14 Feb 2020 08:29
Last Modified: 14 Feb 2020 08:29
URI: http://erepository.uwks.ac.id/id/eprint/5779

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