Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Kosmetik Korea Di Surakarta

Safrilla Mahardika, Angkondya@gmail.com and , Drs. Moechammad Nasir, MM (2018) Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Kosmetik Korea Di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine (1) the effect of prices on purchasing decisions, (2) the influence of promotion on purchasing decisions, (3) the effect of product quality on purchasing decisions. The results of this study are expected to be used as input or basis for decision making by the management of the company relating to pricing, promotion and improvement of product quality that influence consumer purchasing decisions. This research is quantitative research. The population in this study were consumers or users of Korean cosmetics in the city of Surakarta. The number of samples in this study were 100 respondents, data collection methods using non probability sampling by distributing google forms and several questionnaires personally. The analysis used in this study is the research instrument test, multiple linear regression analysis test, F test, t test and coefficient of determination (R2). The results of the study showed R2 of 0.285 (28.5%), which means that the purchase decision variable can be explained by the quality of service, price, and consumer confidence, the remaining 71.5% is influenced by other variables not included in the research indicator. Based on the results of the study has been obtained (1) the price has a significant effect on purchasing decisions, the more attractive the price offered by the company the higher the purchasing decisions that exist in consumers, (2) promotion has a positive influence on purchasing decisions, the more intense and effective promotion by the company the higher the consumer purchase decision, (3) the quality of the product has a positive effect on the purchase decision, the better the quality of a product, the higher the consumer purchasing decision. Keywords: Consumer Purchasing Decisions, Prices, Promotions, Product Quality

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Purchasing Decisions, Prices, Promotions, Product Quality
Subjects:	H Social Sciences > HB Economic Theory
Depositing User:	ANGKONDYA SAFRILLA MAHARDIKA
Date Deposited:	15 Aug 2018 07:33
Last Modified:	15 Aug 2018 07:33
URI:	http://eprints.ums.ac.id/id/eprint/66618

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