Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Produk Skincare Merek Scarlett Whitening (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Wijaya Kusuma Surabaya)

Riyadi, Wahyu (2024) Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Produk Skincare Merek Scarlett Whitening (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Wijaya Kusuma Surabaya). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan harga terhadap keputusan pembelian (studi pada mahasiswa fakultas ekonomi dan bisnis universitas wijaya kusuma Surabaya) sampel dalam penelitian ini mahasiswa aktif pada fakultas ekonomi dan bisnis UWKS dengan menggunakan (metode purposive sampling) yaitu sebanyak 96 mahasiswa.variabel bebas dalam penelitian ini yaitu promosi, harga dan variabel terikat dalam penelitian ini yaitu keputusan pembelian. Teknik analisis data yang digunakan adalah teknik analisis regresi linier berganda dengan program SPSS dan diketahui persamaan regresi sebagai berikut. Berdasarkan hasil analisis regresi linier berganda, dapat disimpulkan bahwa Promosi secara parsial berpengaruh signifikan terhadap keputusan pembelian, harga secara parsial tidak berpengaruh signifikan terhadap Keputusan pembelian, dan Promosi dan harga bergerak secara simultan berpengaruh signifikan terhadap Keputusan pembelian. Kata kunci : Promosi, Harga, Keputusan Pembelian. ABSTRACT This study aims to determine the effect of promotions and prices on purchasing decisions (study of students at the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya). The sample in this study was active students at the UWKS Faculty of Economics and Business using (purposive sampling method), namely 96 students. Variables The independent variables in this research are brand image, price and the dependent variable in this research is purchasing decisions. The data analysis technique used is multiple linear regression analysis technique with the SPSS program and the regression equation is known as follows. Based on the results of multiple linear regression analysis, it can be concluded that partial promotion has a significant effect on purchasing decisions, partial price has no significant effect on purchasing decisions, and promotion and moving prices simultaneously have a significant effect on purchasing decisions. Keywords: Promotion, Price, Purchase Decision.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Promosi, Harga, Keputusan Pembelian.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Economic and Business
Depositing User:	27 Wahyu Riyadi UWKS
Date Deposited:	16 May 2024 05:25
Last Modified:	16 May 2024 05:25
URI:	http://erepository.uwks.ac.id/id/eprint/18365

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