AJI AFRIYO, NIM 212019328 (2023) PENGARUH PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE TOKOPEDIA DI KECAMATAN BATURAJA BARAT. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

ABSTRAK Aji Afriyo/212019328/2023/ Pengaruh Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Marketplace Tokopedia Di Kecamatan Baturaja Barat. Rumusan masalah dalam penelitian ini adalah: Apakah ada pengaruh produk, harga dan promosi terhadap keputusan pembelian pada Marketplace Tokopedia di kecamatan Baturaja Barat?. Tujuannya Untuk mengetahui produk, harga dan promosi berpengaruh terhadap keputusan pembelian pada Marketplace Tokopedia di kecamatan Baturaja Barat. Penelitian ini termasuk penelitian asosiatif. Variabel dalam penelitian ini adalah: produk, harga, promosi dan keputusan pembelian. Sampel dalam penelitian ini adalah sebanyak 100 orang. Data yang digunakan dalam penelitian ini adalah data primer. Metode pengumpulan data dalam penelitian ini adalah kuisioner. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil analisis menunjukkan bahwa: 1) Ada pengaruh produk, harga dan promosi terhadap keputusan pembelian pada Marketplace Tokopedia di kecamatan Baturaja Barat. Hal ini dapat dilihat bahwa nilai Fhitung sebesar 298,399 > Ftabel sebesar 2,70. 2) Ada pengaruh produk terhadap keputusan pembelian pada Marketplace Tokopedia di kecamatan Baturaja Barat. Hal ini dapat dilihat bahwa nilai thitung sebesar 2,543 > nilai ttabel sebesar 1,984. 3) Ada pengaruh harga terhadap keputusan pembelian pada Marketplace Tokopedia di kecamatan Baturaja Barat. Hal ini dapat dilihat bahwa nilai thitung sebesar 6,635 > nilai ttabel sebesar 1,984. 4) Ada pengaruh promosi terhadap keputusan pembelian pada Marketplace Tokopedia di kecamatan Baturaja Barat. Hal ini dapat dilihat bahwa nilai thitung sebesar 2,316 > nilai ttabel sebesar 1,984. Kata kunci: pengaruh, produk, harga, promosi, keputusan pembelian. ABSTRACT Aji Afriyo/212019328/2023/ The Effect of Products, Prices and Promotions on Purchasing Decisions on Tokopedia Marketplace in West Baturaja District. The formulation of the problem in this studied was: was there any influenced of products, prices and promotions on purchasing decisions on the Tokopedia Marketplace in Baturaja Barat district?. The goal was to founded out the products, prices and promotions that influenced the purchase decision on the Tokopedia Marketplace in Baturaja Barat district. This researched included associative researched. The variables in this studied was: product, price, promotion and purchase decision. The sample in this study was as many as 100 people. The data used in this study was primary data. The data collection method in this study is a questionnaire. The data analysis technique used is multiple linear regression. The results of the analysis showed that: 1) There was an influenced of products, prices and promotions on purchasing decisions on the Tokopedia Marketplace in West Baturaja district. It could have been seen that the calculated F valued is 298.399 > the Ftabel is 2.70. 2) There was an influenced of the product on purchasing decisions on the Tokopedia Marketplace in West Baturaja district. It could been seen that the calculated valued is 2.543 > the ttable value is 1.984. 3) There was an influenced of price on purchasing decisions on Tokopedia Marketplace in Baturaja Barat district. It can be seen that the calculated value is 6.635 > the ttable value is 1.984. 4) There was a promotional influenced on purchasing decisions on Tokopedia Marketplace in Baturaja Barat district. It can be seen that the calculated value of 2.316 > the ttable value of 1.984. Keywords: influence, product, price, place, purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	Dr. Sri Rahayu, S.M., M.M Nadia Afrilliana, S.M., M.Si
Uncontrolled Keywords:	pengaruh, produk, harga, promosi, keputusan pembelian. influence, product, price, place, purchasing decisions.
Subjects:	Ekonomi dan Bisnis Ekonomi dan Bisnis > Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	09 May 2023 05:37
Last Modified:	09 May 2023 05:37
URI:	http://repository.um-palembang.ac.id/id/eprint/24853

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