Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Pada Lazizaa Chicken And Pizza Di Jambangan Surabaya

  • PITRIA FEBRIANA
DOI: https://doi.org/10.26740/jptn.v8n1.p%25p

Abstract


ABSTRAKPenelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh promosi serta harga terhadap keputusan pembelian pada Lazizaa Chicken and Pizza di Jambangan Surabaya. Jenis penelitian ini digunakan dalam penelitian ini ialah penelitian kuantitatif menggunakan teknik pengambilan sampel yaitu accidental sampling dengan jumlah responden sebanyak 82 responden. Teknik pengumpulan data dengan cara dokumentasi, observasi, dan penyebaran angket. Pengolahan data menggunakan SPSS versi 16. Pada penelitian digunakan teknik analisis linier berganda. Responden dalam penelitian ini adalah pelanggan atau konsumen yang melakukan pembelian pada Lazizaa Chicken and Pizza di Jambangan Surabaya. Hasil dari penelitian ini menunjukkan bahwa variabel promosi (X1) tidak berpengaruh terhadap keputusan pembelian, variabel harga (X2) berpengaruh terhadap keputusan pembelian. Secara simultan variabel (X1) dan (X2) berpengaruh terhadap keputusan pembelian, variabel (X1) tidak berpengaruh terhadap keputusan pembelian, sedangkan (X2) berpengaruh positif terhadap keputusan pembelian.Kata kunci: Promosi, Harga, Keputusan Pembelian.
AbstractThis study aims to explain and analyze influence promotion and price of the decision the purchase by Lazizaa Chicken and Pizza at Jambangan Surabaya. The kind of research that is used in this research is quantitative research using a technique that is accidental sampling of samples with the number of respondents as much as 82. Respondent data collection techniques by documentation, observation, and the spread of the survey. Data processing using SPSS 16.0 version the study used multiple. Linear regression analysis techniques respondents in this research is a customer or consumers that make a purchase on Lazizaa Chicken and Pizza. The result of this research suggests that promotion (X1) not affecting the purchase decision, price (X2) affecting the purchase decision and, promotion (X1), and price (X2) simultaneously affecting the decision the purchase (Y). Keywords: Promotion, Price, Purchase Decision

Published
2020-06-05
How to Cite
FEBRIANA, P. (2020). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Pada Lazizaa Chicken And Pizza Di Jambangan Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(1). https://doi.org/10.26740/jptn.v8n1.p%p
Issue
Vol 8 No 1 (2020)
Section
Article

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