ANALISIS PENGARUH KEBUTUHAN KONSUMEN DAN KARAKTERISTIK PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MR DIY SUZUYA MALL RANTAUPRAPAT

ALDIANSYAH PUTRA, NPM 2101100014 (2025) ANALISIS PENGARUH KEBUTUHAN KONSUMEN DAN KARAKTERISTIK PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MR DIY SUZUYA MALL RANTAUPRAPAT. Tugas_Akhir( Artikel) JURNAL BISNIS MAHASISWA, 5 (6). pp. 3406-3419. ISSN 2807-2219 (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kebutuhan Konsumen, dan Karakteristik Produk, terhadap Keputusan Pembelian Di Toko DIY Rantau Prapat. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian berjumlah 679 konsumen dan sampel berjumlah 252 menggunakan metode Slovin. Data dianalisis menggunakan regresi linier berganda dengan SPSS. Secara parsial, variabel Kebutuhan Konsumen (X1) besar t hitung 3,048 > t table 1,96 signifikansi 0,03 t table 1,96 signifikansi 0,019<0,05 yang berarti kedua variable berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Uji simultan (Uji F) memperlihatkan bahwa kedua sebesar R² sebesar 0,067 yang berarti 6,70% variabel Keputusan Pembelian dapat dijelaskan oleh variabel-variabel tersebut, sedangkan sisanya 96,30% dipengaruhi faktor lain di luar penelitian ini. Hasil penelitian ini merekomendasikan agar Toko DIY meningkatkan perhatian pada Kebutuhan Konsumen dan Karakteristik Produk agar Keputusan Pembelian dapat terus ditingkatkan. Kata Kunci: Kebutuhan Konsumen, Karakteristik Produk, Keputusan Pembelian ========================================================================================== This study aims to analyze the influence of Consumer Needs and Product Characteristics on Purchasing Decisions at the Rantau Prapat DIY Store. The study used a quantitative approach with a survey method. The study population was 679 consumers and a sample of 252 using the Slovin method. Data were analyzed using multiple linear regression with SPSS. Partially, the Consumer Needs variable (X1) had a calculated t value of 3.048 > t table 1.96 with a significance of 0.03 t table 1.96 with a significance of 0.19<0.05, which means that both variables have a positive and significant effect on Purchasing Decisions. The simultaneous test (F Test) shows that both of them have an R² of 0.067, which means that 6.70% of the Purchasing Decision variable can be explained by these variables, while the remaining 96.30% is influenced by other factors outside this study. The results of this study recommend that DIY Stores pay attention to Consumer Needs and Product Characteristics so that Purchasing Decisions can continue to be improved. Keywords: Consumer Needs, Product Characteristics, Purchasing Decisions

Item Type:	Article
Uncontrolled Keywords:	Kebutuhan Konsumen, Karakteristik Produk, Keputusan Pembelian==============Consumer Needs, Product Characteristics, Purchasing Decisions
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	03 Feb 2026 02:35
Last Modified:	03 Feb 2026 02:35
URI:	http://repository.ulb.ac.id/id/eprint/2071

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