DEPI SOPIAH SIREGAR, NPM 1701100259 (2023) PENGARUH PEMASARAN ONLINE, HARGA DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN TOKO KINAN SHOP RANTAUPRAPAT. Tugas_Akhir (Artikel).
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran online, harga dan pelayanan terhadap keputusan pembelian pada konsumen toko Kinan Shop Rantauprapat. Sampel dalam penelitian ini adalah sebanyak 100 orang konsumen yang pernah berbelanja di toko Kinan Shop yang dipilih secara acak. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif. Hasil penelitian menyatakan bahwa pemasaran online, harga dan pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian baik secara parsial dan simultan. Dilihat dari nilai koefisien determinasi sebesar 78% yang artinya bahwa keputusan pembelian dipengaruhi oleh variable pemasaran online, harga dan pelayanan, dan sisanya sebesar 22% dipengaruhi oleh variable lainnya yang tidak diteliti dalam penelitian ini. Kata Kunci : Pemasaran Online, Harga, Pelayanan, Keputusan Pembelian ================================================================================ This study aims to determine the effect of online marketing, prices and services on purchasing decisions for consumers at the Kinan Shop Rantauprapat store. The sample in this study were 100 consumers who had shopped at Kinan Shop which were randomly selected. The method used in this research is a quantitative descriptive method. The results of the study state that online marketing, prices and services have a positive and significant effect on purchasing decisions both partially and simultaneously. Judging from the value of the coefficient of determination of 78%, which means that purchasing decisions are influenced by online marketing, price and service variables, and the remaining 22% is influenced by other variables not examined in this study. Keywords : Online Marketing, Price, Service, Purchase Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Pemasaran Online, Harga, Pelayanan, Keputusan Pembelian ============================= Online Marketing, Price, Service, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5601 Accounting H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Akuntansi |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 23 Apr 2025 04:02 |
| Last Modified: | 23 Apr 2025 04:02 |
| URI: | http://repository.ulb.ac.id/id/eprint/1276 |
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