PENGARUH POTONGAN HARGA DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN DI INDOMARET JL PULOREJO KOTA MOJOKERTO

  • GATI DINDA LESTARI
DOI: https://doi.org/10.26740/jptn.v7n1.p%25p

Abstract

Penelitan ini berpangkal pada gap penelitian Putra (2014) yang bertentangan dengan penelitian Emor (2015) pada variabel potongan harga. Sedangkan variabel suasana toko pada penelitian An’nisa (2016) yang bertentangan dengan penelitian Zain (2016). Kebaruan penelitian ini terletak pada variabel penelitian, lokasi penelitian, dan indikator penelitian. Penelitian ini bertujuan untuk mengetahui pengaruh potongan harga dan suasana toko terhadap keputusan pembelian di Indomaret Jl.Pulorejo Kota Mojokerto.

Jenis penelitian ini adalah penelitian deskriptif dengan pendekatakan kuantitatif. Populasi penelitian yaitu sejumlah 241 orang. Teknik pengambilan sampel menggunakan nonprobability sampling dengan teknik accidental sampling. Sampel penelitian sejumlah 84 responden. Teknik analisis data yang digunakan adalah analisis regresi linear berganda dengan program SPSS 23.00

Simpulan penelitian ini menunjukkan bahwa variabel potongan harga dan suasana toko di Indomaret Jl.Pulorejo Kota Mojokerto tergolong kuat. Hasil uji F menunjukkan bahwa variabel potongan harga (X1) dan suasana toko (X2) berpengaruh secara simultan terhadap keputusan pembelian. Hasil Uji-t menunjukkan bahwa potongan harga (X1) berpengaruh signifikan terhadap keputusan pembelian. Suasana toko (X2) berpengaruh signifikan terhadap keputusan pembelian. Variabel yang dominan mempengaruhi keputusan pembelian adalah variabel Suasana toko (X2).

Kata kunci : Potongan Harga, Suasana Toko, Keputusan Pembelian

ABSTRACT

This reseach stems from reseach gap Putra (2014) which is contradicts Emor’s reseach (2015) on the variable discount rate. While on variable store atmosphere in An’nisa reseach (2016) which is contradicts Zain’s reseach (2016). The newest of this reseach a using research variables, research locations, and research indicators. This study aims to determine influence of the discount rate and store atmosphere on purchase decision in Indomaret Jl.Pulorejo Mojokerto City.

This type of reseach is descriptive with quantitative approach. The population of this reseach consist of 841 people. The sample is taken using non-probablility sampling and accidental sampling techniques. The sample consist of 84 respondents. The data of this reseach are collected using angket method. Technical analysis of data use multiple linear regression analysis with SPSS 23.00 program.

The conclussion of this reseach suggest that discount rate and store atmosphere of Indomaret Jl.Pulorejo Mojokerto City are considered to be strong and good. The result of F-test indicates that the variable discount rate (X1) and store atmosphere (X2) simultaneously affect purchase decision. The result of t-test indicates that discount rate (X1) significantly affect purchase decision. Store atmosphere (X2) also significantly affect purchase decision. Store atmosphere (X2) is the dominant variable in affecting purchase decision.

Keywords : discount rate, store atmosphere, purchase decision

Published
2018-12-19
How to Cite
DINDA LESTARI, G. (2018). PENGARUH POTONGAN HARGA DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN DI INDOMARET JL PULOREJO KOTA MOJOKERTO. Jurnal Pendidikan Tata Niaga (JPTN), 7(1). https://doi.org/10.26740/jptn.v7n1.p%p
Issue
Vol 7 No 1 (2019)
Section
Articles

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