Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada UMKM Swalayan UD. Rikam Jaya Kabupaten Bondowoso

Ahmad, Hafidul Ahkam (2021) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada UMKM Swalayan UD. Rikam Jaya Kabupaten Bondowoso. Undergraduate thesis, Universitas Muhammadiyah Jember.

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Abstract

ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh dari empat variabel yaitu produk,
harga, tempat, dan promosi terhadap keputusan pembelian. Hipotesis dalam penelitian ini
produk, harga, tempat, dan promosi berpengaruh signifikan terhadap keputusan pembelian
secara parsial. Objek penelitian ini adalah konsumen UD. Rikam Jaya Bondowoso yang
memiliki jumlah populasi 90 responden menggunakan teknik purpossive sampling. Teknik
pengumpulan data menggunakan observasi, wawancara dan kuesioner. Analisis yang
digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik (uji normalitas, uji
multikolinearitas, uji heteroskedastisitas), analisis regresi linear berganda dan uji hipotesis
(uji F, uji t, koefisien determinasi). Hasil penelitian menunjukkan bahwa produk, harga,
tempat, dan promosi berpengaruh signifikan terhadap keputusan pembelian secara parsial.
Kata kunci: Produk, Harga, Tempat, Promosi, dan Keputusan Pembelian
ABSTRACT
This study aims to determine the effect of four variables, namely product, price, place, and
promotion on purchasing decisions. The hypothesis in this study that product, price, place,
and promotion have a significant effect on purchasing decisions partially. The object of this
research is consumers of UD. Rikam Jaya Bondowoso, which has a total population of 90
respondents, uses a purposive sampling technique. Data collection techniques using
observation, interviews and questionnaires. The analysis used includes validity test,
reliability test, classic assumption test (normality test, multicollinearity test,
heteroscedasticity test), multiple linear regression analysis and hypothesis testing (t test,
coefficient of determination). The results showed that the product, price, place, and
promotion had a significant effect on purchasing decisions partially.
Keywords: Product, Price, Place, Promotion, and Purchase Decision

Contribution

Nama Dosen Pembimbing

NIDN/NIDK

Dosen Pembimbing

Sumowo, Seno

nidn 0717106601

Dosen Pembimbing

Gunawan, Yohanes

nidn 0709068406

Item Type:	Thesis (Undergraduate)
Keywords/Kata Kunci:	Product, Price, Place, Promotion, and Purchase Decision
Subjects:	300 Social Science > 330 Economics
Divisions:	Faculty of Economics > Department of Management (S1)
Depositing User:	Ahkam Ahmad Hafidul | ahmadhafidul12@gmail.com
Date Deposited:	28 Jun 2021 01:27
Last Modified:	28 Jun 2021 01:29
URI:	http://repository.unmuhjember.ac.id/id/eprint/10800

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