AHMAD TITO GHAZALI, NIM 212019036 (2023) PENGARUH PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN LAPTOP LENOVO PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH PALEMBANG. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

Ahmad Tito Ghazali/212019036/Pengaruh Produk, Harga dan Promosi Terhadap Keputusan Pembelian Laptop Lenovo Pada Mahasiswa Universitas Muhammadiyah Palembang. Tujuan Penelitian ini yaitu mengetahui adakah pengaruh Produk, Harga dan Promosi Terhadap Keputusan Pembelian Laptop Lenovo. Jenis penelitian yang digunakan pada penelitian ini adalah asosiatif. Populasi dalam penelitian ini adalah infinite dengan sampel dalam penelitian berjumlah 100 responden. Metode analisis yang digunakan adalah kualitatif yang dikuantitatifkan. Teknik analisis data yang digunakan dalam penelitian ini adalah teknik analisis regresi linier berganda, uji t, uji F, dan determinasi. Hasil analisis linier berganda menunjukkan ada pengaruh positif variabel produk, harga dan promosi terhadap keputusan pembelian laptop Lenovo. Hasil uji F menunjukkan ada pengaruh signifikan variabel produk, harga dan promosi terhadap keputusan pembelian laptop Lenovo pada Mahasiswa Universitas Muhammadiyah Palembang. Hasil uji hipotesis t menunjukkan ada pengaruh produk, harga dan promosi terhadap keputusan pembelian laptop Lenovo pada mahasiswa universitas muhammadiyah palembang. Kata Kunci : Produk, Harga, Promosi, Keputusan Pembelian Ahmad Tito Ghazali/212019036/The Effect of Products, Prices and Promotions on the Decision to Buy Lenovo Laptops on Students of Muhammadiyah University of Palembang. The purpose of this study is to find out whether there is an influence of Products, Prices and Promotions on Lenovo Laptop Purchase Decisions. The type of research used in this study is associative. The population in this study was infinite with a sample in the study of 100 respondents. The analysis method used is qualitatively quantitated. The data analysis techniques used in this study are multiple linear regression analysis techniques, t tests, F tests, and determinations. The results of multiple linear analysis show that there is a positive influence of product variables, price and promotion on the purchasing decision of Lenovo laptops. The results of the F test show that there is a significant influence of product variables, prices and promotions on the decision to buy Lenovo laptops at the Students of the University of Muhammadiyah Palembang. The results of the hypothesis t test show that there is an influence of products, prices and promotions on the purchase decision of Lenovo laptops in muhammadiyah palembang university students. Kata Kunci : Products, Prices, Promotions, Decision To Buy

Item Type:	Thesis (Skripsi)
Additional Information:	1. Dr. Diah Isnaini Asiati, S.E., M.M 2. Mardiana Puspasari, S.E., M.Si
Uncontrolled Keywords:	Produk, Harga, Promosi, Keputusan Pembelian
Subjects:	Ekonomi dan Bisnis > Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	05 May 2023 01:42
Last Modified:	05 May 2023 01:42
URI:	http://repository.um-palembang.ac.id/id/eprint/24632

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