ANALYSIS OF THE EFFECT OF PRICE, PRODUCT QUALITY, BRAND IMAGE AND PROMOTION ON PURCHASING DECISIONS AT LAZADA MARKET PLACE

MARIANI HARAHAP, NPM 2001100082 (2024) ANALYSIS OF THE EFFECT OF PRICE, PRODUCT QUALITY, BRAND IMAGE AND PROMOTION ON PURCHASING DECISIONS AT LAZADA MARKET PLACE. Tugas_Akhir (Artikel) MSEJ : Management Studies and Entrepreneurship Journal, 5 (2). pp. 9522-9539. ISSN 2715-792X (e-ISSN)/ 2715-7911 (p-ISSN)

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Abstract

This study aims to determine the effect of price, product quality, brand image and promotion on purchasing decisions of students of the Faculty of Economics and Business at Labuhanbatu University. The sample in this research was 97 respondents using SPSS 22.0. The results showed that price, product quality, brand image and promotion had a partial and simultaneous effect on the purchasing decisions of students of the Faculty of Economics and Business at Labuhanbatu University. From the results of the partial test (t) the tcount value for the Price variable (2,214) with a significant value of 0. 003, product quality is (1,929) with a significant value of 0.005, brand image is (2,535) with a significant value of 0.005, promotion is (9,655) with a significant value of 0.000, while the t table value is sought in the t table with the level of test a = 5% and df (n-k-1) = (97-5-1) = 91 so that the t table value is 1.662. Obtained calculation (n-k) = (97-4) = 93 with a = 5% so the Ftabel value = 2.47 the value of f count> f table = 97.516> 2.47 with a significant value of 0.000 < 0.05 thus simultaneously price, product quality, brand image and promotion have a significant influence on the purchasing decisions of students / Faculty of Economics and Business at Labuhanbatu University. Thus the hypothesis is accepted. Testing the feasibility of research instruments and descriptive analysis of respondent characteristics using SPSS (Statistical Package For The Social Science) Version 22 Software. Keywords : Price, Product Quality, Brand Image, Promotion and Buyer Decisions ======================================================================== Penelitian ini bertujuan untuk mengetahui Pengaruh Harga, kualitas produk, brand image dan promosi terhadap keputusan pembeli Mahasiswa/I Fakultas Ekonomi dan Bisnis di Universitas Labuhanbatu. Sampel dalam penelitiasn ini 97 responden dengan menggunakan SPSS 22.0. Hasil penelitian menunjukkan bahwa harga, kualitas produk, brand image dan promosi berpengaruh secara parsial dan simultan terhadap keputusan pembeli Mahasiswa/I Fakultas Ekonomi dan Bisnis di Universitas Labuhanbatu. Dari hasil uji parsial (t) nilai thitung untuk variabel Harga (2.214) dengan nilai signifikan sebesar 0.003, Kualitas produk sebesar (1.929) dengan nilai signifikan 0.005, brand image sebesar (2.535) dengan nilai signifikan 0.005, promosi sebesar (9.655) dengan nilai signifikan 0.000, sedangkan nilai ttabel dicari pada tabel t dengan dengan level of test a = 5% dan df (n-k-1) = (97-5-1) = 91 sehingga diperoleh nilai ttabel sebesar 1.662. Diperoleh perhitungan (n-k) = (97-4) = 93 dengan a = 5% jadi nilai Ftabel = 2.47 nilai f hitung > f tabel = 97.516 > 2.47 dengan nilai signifikan 0.000 < 0.05 dengan demikian secara simultan harga, kualitas produk, brand image dan promosi memiliki pengaruh yang signifikan terhadap keputusan pembeli Mahasiswa/I Fakultas Ekonomi dan Bisnis di Universitas Labuhanbatu. Maka dengan demikian hipotesis diterima. Pengujian kelayakan instrumen penelitian serta analisis deksriptif karakteristik responden menggunakan sofware SPSS (Statistical Package For The Social Science) Versi 22. Kata Kunci : Harga, Kualitas produk, Brand image, Promosi dan Keputusan Pembeli

Item Type: Article
Uncontrolled Keywords: Price, Product Quality, Brand Image, Promotion and Buyer Decisions ====================================== Harga, Kualitas produk, Brand image, Promosi dan Keputusan Pembeli
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 14 Apr 2025 08:08
Last Modified: 14 Apr 2025 08:08
URI: http://repository.ulb.ac.id/id/eprint/1259

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