Pengaruh Produk, Harga, Tempat dan Promosi Terhadap Keputusan Pembelian Smartphone Samsung (Studi Kasus pada Warga Hutumuri)

Hursepuny, Gloria (2022) Pengaruh Produk, Harga, Tempat dan Promosi Terhadap Keputusan Pembelian Smartphone Samsung (Studi Kasus pada Warga Hutumuri). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini dilatarbelakangi oleh penurunan penjualan smartphone Samsung selama periode 2020-2021. Penurunan penjualan ini mengindikasikan adanya penurunan keputusan pembelian konsumen pada produk smartphone Samsung sehingga dalam penelitian ini dapat dirumuskan bagaimana konsumen mengambil keputusan untuk membeli smartphone Samsung di tengah fenomena persaingan yang semakin ketat berdasarkan bauran pemasaran yaitu produk, harga, tempat, dan promosi. Tujuan dari penelitian ini adalah untuk mengetahui apakah produk, harga, lokasi, dan promosi smartphone Samsung berpengaruh signifikan terhadap keputusan pembelian smartphone Samsung oleh warga Hutumuri. Mengetahui hal ini memungkinkan produsen untuk mempertahankan atau meningkatkan strategi mereka. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner untuk pengumpulan data menggunakan skala Likert, dan teknik incidental sampling digunakan untuk menentukan sampel yang digunakan sebanyak 50 responden. Metode analisis yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, dan uji regresi linier berganda. Hasil pengolahan data SPSS tentang pengaruh produk, harga, tempat dan promosi terhadap keputusan pembelian. Pengujian ini menunjukkan bahwa salah satu variabel yaitu variabel produk berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian, dan variabel promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Dan dua variabel yaitu variabel, harga, dan tempat tidak berpengaruh terhadap keputusan pembelian, Hal ini diperoleh karena kedua variabel tersebut berpengaruh negatif dan tidak signifikan. Uji simultan (uji F) menunjukkan bahwa secara bersama-sama variabel produk, harga, tempat, dan promosi berpengaruh terhadap keputusan pembelian smartphone Samsung di Hutumuri. Koefisien determinasi (R-kuadrat) adalah 0,565. Artinya variabel produk, harga, tempat, dan promosi dapat menjelaskan 0,565% atau 56,5% terhadap keputusan pembelian, sedangkan 43,5% sisanya dipengaruhi oleh faktor-faktor yang tidak diteliti. Kata Kunci: Produk, Harga, Tempat, Dan Promosi, Keputusan Pembelian, Smartphone Samsung. / This study is motivated by a decline in sales of Samsung smartphones over the period 2020-2021. This decrease in sales indicates a decrease in consumer purchasing decisions on Samsung smartphone products so that it can be formulated in this study that how consumers make decisions to purchase Samsung smartphones in the midst of the phenomenon of increasingly fierce competition based on the marketing mix, namely product, price, place, and promotion. The purpose of this study is to investigate whether the product, price, place, and promotion of Samsung smartphones have a significant effect on the decision to purchase Samsung smartphones by Hutumuri residents. Knowing this allows producers to maintain or improve their strategy. In this study, a quantitative approach was used by distributing questionnaires for data collection using the Likert scale, and an incidental sampling technique was used to determine the sample used for 50 respondents. The analytical methods used were validity tests, reliability tests, classical assumption tests, and multiple linear regression tests. Results of processing SPSS data on the impact of product, price, place and promotion on purchasing decisions. This test showed that one variable, the product variable, had a positive but insignificant effect on the purchase decision, and the promotion variable had a positive and significant effect on the purchase decision. And two variables: variable, price, and place do not influence the purchase decision, This is obteained because these two variables have a negative and insignificant effect. Simultaneous testing (Test F) shows that the variable product, price, place, and promotion together influence the decision to buy a Samsung smartphone in Hutumuri. The coefficient of determination (R-squared) is 0.565. This means that product, price, place, and promotional variables can explain 0.565% or 56.5% of purchasing decisions, with the remaining 43.5% being influenced by unresearched factors. Keywords: Product, Price, Place, and Promotion, Purchase Decision, Samsung Smartphone

Item Type: Thesis (S1)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSinaga, SautmanNIDN0014015801sautman.s@yahoo.co.id
Thesis advisorHasugian, Fenny MonicaNIDN0310048503fenny.monica@uki.ac.id
Additional Information: Nomor Panggil : T.A 658.827 Glo p 2022
Subjects: SOCIAL SCIENCES
SOCIAL SCIENCES > Industries. Land use. Labor
SOCIAL SCIENCES > Industries. Land use. Labor > Management. Industrial management
SOCIAL SCIENCES > Personnel management. Employment management
SOCIAL SCIENCES > Finance
SOCIAL SCIENCES > Finance > Finance management. Business finance. Corporation finance
Divisions: FAKULTAS EKONOMI DAN BISNIS > Manajemen
Depositing User: Users 2937 not found.
Date Deposited: 31 May 2023 05:58
Last Modified: 26 Jul 2023 08:17
URI: http://repository.uki.ac.id/id/eprint/11409

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