Analisis Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Cat Dulux Di Pt Abadi Berkat Odelia (ABO)

Gultom, Sikkop Martua (2026) Analisis Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Cat Dulux Di Pt Abadi Berkat Odelia (ABO). S1 thesis, Universitas Kriten Indonesia.

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Abstract

Sikkop Martua Gultom,2231150067.Analisis pengaruh harga dan promosi terhadap keputusan pembelian produk cat Dulux pada PT Abadi Berkat Odelia. Penelitian ini dilatarbelakangi oleh penurunan penjualan produk Dulux yang terjadi selama periode tahun 2020–2024 serta belum tercapainya target penjualan perusahaan, sehingga diperlukan analisis terhadap variabel-variabel yang memengaruhi keputusan pembelian produk cat Dulux di PT ABO. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Sampel penelitian berjumlah 80 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada konsumen produk cat Dulux di PT Abadi Berkat Odelia. Data yang diperoleh dianalisis menggunakan uji validitas dan uji reliabilitas untuk menguji kelayakan instrumen penelitian. Selanjutnya, dilakukan uji asumsi klasik yang meliputi uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas. Teknik analisis data yang digunakan adalah analisis regresi linier berganda, uji parsial (uji t), uji simultan (uji F), serta koefisien Determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial variabel harga berpengaruh signifikan terhadap keputusan pembelian produk cat Dulux dengan nilai signifikansi sebesar 0,000 < 0,05. Variabel promosi juga berpengaruh signifikan terhadap keputusan pembelian dengan nilai signifikansi sebesar 0,022 < 0,05 dan secara simultan, harga dan promosi berpengaruh signifikan terhadap keputusan pembelian produk cat Dulux di PT Abadi Berkat Odelia. Kata Kunci: Harga, Promosi, Keputusan Pembelian / Sikkop Martua Gultom,2231150067.Analyze the effect of price and promotion on purchasing decisions of Dulux paint products at PT Abadi Berkat Odelia. This research is motivated by the decline in Dulux product sales during the 2020–2024 period and the failure to achieve the company’s sales targets, indicating the need to evaluate marketing factors that influence consumers’ purchasing decisions. This study employed a quantitative research method using a survey approach. The research sample consisted of 80 respondents selected through purposive sampling. Data were collected by distributing questionnaires to consumers of Dulux paint products at PT Abadi Berkat Odelia. The collected data were analyzed using validity and reliability tests to ensure the feasibility of the research instruments. Furthermore, classical assumption tests were conducted, including normality, multicollinearity, and heteroscedasticity tests. The data analysis technique used was multiple linear regression analysis, followed by partial testing (t-test), simultaneous testing (F-test), and coefficient of determination (R²). The results of this study indicate that price has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Promotion also has a significant effect on purchasing decisions with a significance value of 0.022 < 0.05. Simultaneously, price and promotion have a significant effect on purchasing decisions of Dulux paint products at PT Abadi Berkat Odelia. Keywords: Price, Promotion, Purchasing Decision

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