PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JERSEY AWA SPORTS

Rizky, Yulfa (2024) PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JERSEY AWA SPORTS. S1 thesis, Universitas Kristen Indonesia.

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Abstract

ABSTRAK Yulfa Rizky, Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Jersey AWA Sports Proses menimbang dan memilih beberapa opsi sesuai dengan preferensi tertentu, kemudian memutuskan opsi yang dianggap paling menguntungkan, adalah keputusan pembelian. Harga dan pemasaran adalah dua dari banyak elemen yang mempengaruhi keputusan untuk membeli. Lima puluh anggota laki-laki dan perempuan dari tim sepak bola dan futsal UKOM Universitas Kristen Indonesia berpartisipasi dalam studi kuantitatif ini. Tujuan berdasarkan penelitian ini merupakan buat mengetahui bagaimana keputusan konsumen buat membeli jersey AWA Sports ditentukan sang harga & pemasaran. Kuesioner dipakai menjadi indera pengumpulan data.Untuk menganalisis data, analisis regresi berganda dipakai.Menurut temuan studi, variabel harga (X1) mempunyai taraf signifikansi 0,001, atau kurang berdasarkan 0,05, yg menerangkan bahwa harga secara signifikan & menguntungkan mensugesti keputusan konsumen buat membeli. Sebaliknya, variabel disiplin kerja (X2) mempunyai taraf signifikansi sebanyak 0,017, yg kurang berdasarkan 0,05, menerangkan bahwa kenaikan pangkat secara signifikan & menguntungkan mensugesti keputusan konsumen buat membeli.Harga & kenaikan pangkat keduanya mempunyai imbas positif & signifikan terhadap keputusan pembelian secara bersamaan, berdasarkan nilai f yg dihitung sebanyak 14.185 & nilai signifikansi sebanyak 0.000, keduanya kurang berdasarkan 0.005. Nilai koefisien R2 yg dimodifikasi sebanyak 0,893 (8,93%) menerangkan bahwa harga & kenaikan pangkat mempunyai imbas dalam keputusan konsumen buat membeli. Kata Kunci : Harga, Promosi, Keputusan Pembelian / ABSTRACT Yulfa Rizky, The Influence of Price and Promotion on Purchase Decisions for AWA Sports Jerseys The process of weighing and choosing multiple options according to certain preferences, then deciding on the one deemed most advantageous, is the purchasing decision. Price and marketing are two of the many elements that affect the choice to buy. Fifty male and female members of Universitas Kristen Indonesia's UKOM football and futsal teams participate in this quantitative study. The purpose of this research is to understand how consumer decisions to purchase AWA Sports jerseys are determined by price and marketing. The questionnaire was used as a data collection instrument. To analyze the data, multiple regression analysis was employed.According to the study's findings, the price variable (X1) has a significance level of 0.001, which is less than 0.05, indicating that price significantly and positively suggests consumers' purchasing decisions. Conversely, the work discipline variable (X2) has a significance level of 0.017, which is less than 0.05, indicating that promotion significantly and positively suggests consumers' purchasing decisions.Price and promotion both have a positive and significant impact on purchasing decisions simultaneously, based on the calculated f-value of 14.185 and a significance value of 0.000, both less than 0.005. The modified R2 coefficient value of 0.893 (89.3%) indicates that price and promotion have an impact on consumer purchasing decisions. Keywords : Prices, Promotions, Purchase Decisions

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