Pengaruh Harga, Promosi dan Tempat terhadap Keputusan Pembelian pada Toko Tekno Sport di Bumi Sani Kabupaten Bekasi
DOI:
https://doi.org/10.38035/jpmpt.v1i1.80Keywords:
Harga, Promosi, Tempat, Keputusan PembelianAbstract
Abstract: This research aims to determine simultaneously and partially the independent variables namely Price, Promotion and Place, the dependent variable is Purchase Decision. This research was conducted in the Bekasi Regency area, namely consumers who use tekno sport shop products. The population in this study are consumers who use or who have bought products from a techno sport shop in the Bekasi district, with an unknown number of 203 respondents. Data analysis techniques in this study using Partial Least Square and Hypothesis Testing. Data processing in this study using the SmartPLS 3.0 software program. Based on the results of the study, it shows that in the hypothesis test, the price variable has no effect and is not significant because the sig value is 0.759 > 0.05 and the Tstatistic is 0.307, so it is said to have a negative effect. Promotion variable has a significant effect on purchasing decisions with a sig value of 0.002 < 0.05 and a Tstatistic of 3,045, the results are declared significant because Tstatistics > 1.97. Then there is the Place variable which has a significant effect on purchasing decisions with a value of sig 0.005 < 0.05 and T statistics 2.831, these results are declared significant because Tstatistics > 1.97. Based on the calculation results show that price, promotion and place have a positive effect on purchasing decisions. This is evidenced by the R Square value of 0.923. This shows that the higher the price, promotion and place on purchasing decisions, the better.
Abstrak: Penelitian yang dilakukan ini bertujuan untuk mengetahui secara simultan dan parsial dari variabel bebas yaitu Harga, Promosi dan Tempat, variabel terikat yaitu Keputusan Pembelian. Penelitian ini dilakukan di wilayah Kabupaten Bekasi yaitu konsumen yang menggunakan produk toko tekno sport. Populasi dalam penelitian ini adalah konsumen yang menggunakan atau yang pernah membeli produk toko tekno sport di wilayah kabupaten bekasi yang berjumlah tidak diketahui dengan sampel 203 responden. Teknik analisis data dalam penelitian ini menggunakan Partial Least Square dan Uji Hipotesis. Pengolahan data dalam penelitian ini menggunakan program software SmartPLS 3.0. Berdasarkan hasil penelitian menunjukan bahwa dalam uji hipotesis variabel Harga tidak berpengaruh dan tidak signifikan karena nilai sig 0.759 > 0.05 dan Tstatistik 0.307, maka dikatakan berpengaruh negatif. Variabel Promosi berpengaruh secara signifikan terhadap keputusan pembelian dengan nilai sig 0.002 < 0.05 dan Tstatistik 3.045, hasil tersebut dinyatakan signifikan karena Tstatistik > 1.97. Lalu ada variabel Tempat berpengaruh secara signifikan terhadap keputusan pembelian dengan nilai sig 0.005 < 0.05 dan Tstatistik 2.831, hasil tersebut dinyatakan signifikan karena Tstatistik > 1.97. Berdasarkan hasil perhitungan menunjukan bahwa harga, promosi dan tempat berpengaruh positif terhadap keputusan pembelian. Hal tersebut dibuktikan dengan nilai R Square sebesar 0.923. Ini menujukan bahwa semakin tinggi harga, promosi dan tempat terhadap keputusan pembelian akan semakin baik.
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Zulhendra, & Nofrialdi, R. (2022). Petty Cash Accounting Analysis on CV Min Java Farm. Journal of Accounting and Finance Management, 3(1), 28–35.
Al Hafizi, N. A., & Ali, H. (2021). Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on Medcom.Id Online News Portal. Dinasti International Journal of Digital Business Management, 2(3), 460–470. https://doi.org/10.31933/dijdbm.v2i3.826
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Ali, H., Sastrodiharjo, I., & Saputra, F. (2022). Pengukuran Organizational Citizenship Behavior?: Beban Kerja , Budaya Kerja dan Motivasi ( Studi Literature Review ). Jurnal Ilmu Multidisiplin, 1(1), 83–93.
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Arif Musthofa, M., & Ali, H. (2021). Faktor Yang Mempengaruhi Berpikir Kritis Dalam Pendidikan Islam Di Indonesia: Kesisteman, Tradisi, Budaya. Jurnal Ilmu Manajemen Terapan, 3(1), 1–19. https://doi.org/10.31933/jimt.v3i1.666
Assagaf, A., & Ali, H. (2017). Determinants of Financial Performance of State-Owned Enterprises with Government Subsidy as Moderator. International Journal of Economics and Financial Issues.
BAstAri, A., & Ali, H. (2020). Service Performance Model Through Work Motivation: Analysis of Transformational Leadership, Managerial Coaching, and Organizational Commitments (At the Regional Development Bank of South Kalimantan). Systematic Reviews in Pharmacy, 11(12).
Bimaruci, H., Agung Hudaya, & Hapzi Ali. (2020). MODEL OF CONSUMER TRUST ON TRAVEL AGENT ONLINE: ANALYSIS OF PERCEIVED USEFULNESS AND SECURITY ON RE-PURCHASE INTERESTS (CASE STUDY TIKET.COM). Dinasti International Journal of Economics, Finance & Accounting. https://doi.org/10.38035/dijefa.v1i1.227
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Chong, D., & Ali, H. (2022). LITERATURE REVIEW?: COMPETITIVE STRATEGY , COMPETITIVE ADVANTAGES , AND MARKETING PERFORMANCE ON E-COMMERCE SHOPEE INDONESIA. Dinasti International Journal of Digital Business Management, 3(2), 299–309.
Christian, Y., Suroso, S., & Untari, D. T. (2022). PROJECT PERFORMANCE ANALYSIS USING BALANCED SCORECARD ( CASE STUDY?: MANAGE SERVICE PROJECT AT PT . X ). Dinasti International Journal of Management Science, 3(4), 702–714.
Darwisyah, D., Rosadi, K. I., & Ali, H. (2021). Berfikir Kesisteman Dalam Perencanaan Dan Pengembangan Pendidikan Islam. … Pendidikan Dan Ilmu Sosial, 2(1), 225–237.
Desfiandi, A., Yusendra, M. A. E., Paramitasari, N., & Ali, H. (2019). Supply chain strategy development for business and technological institution in developing start-up based on creative economy. International Journal of Supply Chain Management.
Desmiwerita, & Saputra, E. B. (2019). ANALYSIS OF CASH FLOW REPORTS IN ASSESSING FINANCIAL PERFORMANCE AT THE PESISIR SELATAN DISTRICT HEALTH OFFICE. Dinasti International Journal of Management Science, 1(2), 181–190. https://doi.org/10.31933/DIJMS
Djamaluddin, S., Rahmawati, D., & Ali, H. (2017). he Influence of Fundamental Factors Micro and Macro to Return Expected Through The Intervening Corporate Value in The Listed Real Estate Sector in Bei Periode 2011-2014. International Journal of Business and Management Invention, 6(2), 14–22.
Doan, A. N. G., & Ali, H. (2021). Repurchase Model Through Purchase Decision: Analysis of Product and Price Effect on Dulux Paint Consumers in DKI Jakarta and Tangerang Area. Dinasti International Journal of Economic, Finance, and Accounting, 2(1), 92–108.
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Fahmi, I., & Ali, H. (2022). DETERMINATION OF CAREER PLANNING AND DECISION MAKING: ANALYSIS OF COMMUNICATION SKILLS, MOTIVATION AND EXPERIENCE (LITERATURE REVIEW HUMAN RESOURCE MANAGEMENT). Dinasti International Journal of Management Science, 3(5), 823–835.
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Hafat, S. E. D., & Ali, H. (2022). LITERATURE REVIEW DETERMINATION OF WORK QUALITY AND WORK PRODUCTIVITY: ANALYSIS OF COMMITMENT AND WORK CULTURE. Dinasti International Journal of Management Science, 3(5), 877–887.
Harahap, E. H., & Ali, H. (2020). MANAGERIAL PERFORMANCE MODEL THROUGH DECISION MAKING AND EMOTIONAL INTELLIGENCE IN PALUTA DISTRICT. Dinasti International Journal of Economics, Finance & Accounting, 1(2), 358–372. https://doi.org/10.38035/DIJEFA
Hasyim, U., & Ali, H. (2022). REUSE INTENTION MODELS THROUGH CUSTOMER SATISFACTION DURING THE COVID-19 PANDEMIC?: CASHBACK PROMOTION AND E-SERVICE QUALITY CASE STUDY?: OVO ELECTRONIC MONEY IN. Dinasti International Journal of Digital Business Management, 3(3), 440–452.
Havidz, H. B. H., & Mahaputra, M. R. (2020). The Factor Which Influence It Infrastructure: Software, It Flexibility And Organizational Performance (Study Of Management Informations Systems Literature). Dinasti International Journal Of Digital Business Management, 1(6), 1023–1031. https://doi.org/10.31933/DIJDBM
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Kasman, P. S. P., & Ali, H. (2022). LITERATURE REVIEW FACTORS AFFECTING DECISION MAKING AND CAREER PLANNING?: ENVIRONMENT , EXPERIENCE AND SKILL. Dinasti International Journal of Digital Business Management, 3(2), 219–231.
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Khan, M. A., & Manurung, A. H. (2022). Corporate Social Responsibility ( CSR ) Evaluation & Effectiveness of Disclosure and its Impact on Financial Performance?: A Case of Indonesian Corporations by Longitudinal Evidence. Studi Ilmu Manajemen Dan Organisasi (SIMO), 3(1), 233–242.
Kholisoh, N., & Ali, H. (2020). Shaping radical attitudes: Mass media and government policies analysis (case study in high school students of West Jakarta). Talent Development and Excellence.
Kurniadi, W., & Mahaputra, M. R. (2021). Determination of Communication in the Organization?: Non Verbal , Oral and Written ( Literature Review ). Journal of Law Politic and Humanities, 1(4), 164–172.
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Mukhtar, Ali, H., & Rusmini. (2017). Teacher’s Job Satisfaction: An Analysis of School’s Principal Leadership and School Culture at the State Islamic Senior High School in Jambi Province. Saudi Journal of Humanities and Social Sciences, 2(5), 404–415. https://doi.org/10.21276/sjhss
Mulyani, S. R., Ridwan, M., & Ali, H. (2020). Model of human services and resources: The improvement efforts of Silungkang restaurant attractiveness on consumers. Talent Development and Excellence.
Munawar, N. A., & Mahaputra, M. R. (2022). the Youth Interest To Invest in Stocks: Education, Advertising and Motivation. Dinasti International Journal of Education Management And Social Science, 3(4), 587–596.
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Octavia, A., & Ali, H. (2017). International Review of Management and Marketing The Model of Market Orientation, Entrepreneurial Orientation and Business Performance of Small and Medium Enterprises. International Review of Management and Marketing.
Paijan, P., & Ali, H. (2017). Pengaruh Gaya Kepemimpinan Transformasional, Pelatihan Terhadap Motivasi Kerja Serta Implikasi Kinerja Tenaga Kependidikan Di Universitas Mercu Buana Jakarta. Jurnal Ekonomi, 21(3), 343–359. https://doi.org/10.24912/je.v21i3.23
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Putri Primawanti, E., & Ali, H. (2022). Pengaruh Teknologi Informasi, Sistem Informasi Berbasis Web Dan Knowledge Management Terhadap Kinerja Karyawan (Literature Review Executive Support Sistem (Ess) for Business). Jurnal Ekonomi Manajemen Sistem Informasi, 3(3), 267–285. https://doi.org/10.31933/jemsi.v3i3.818
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