PERAN HARGA, DISKON, PROMOSI, DAN KUALITAS LAYANAN DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN DI INDOMARET SIRANDORUNG

EFRIANSYAH PUTRA MUNTHE, NPM 2101100231 (2025) PERAN HARGA, DISKON, PROMOSI, DAN KUALITAS LAYANAN DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN DI INDOMARET SIRANDORUNG. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (4). pp. 1792-1083. ISSN 2807-2219 (e-ISSN)

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Abstract

Penelitian ini menganalisis bagaimana keputusan pembelian konsumen Indomaret di Sirandorung. Partisipan dalam penelitian ini adalah pelanggan Indomaret di Sirandorung. Sebanyak 96 responden diperoleh dengan menggunakan rumus Lemeshow dalam pendekatan pengambilan sampel. Skala likert, dokumentasi, dan observasi digunakan sebagai metode pengumpulan data. Analisis regresi linier berganda juga menggunakan uji asumsi tradisional, yang meliputi uji normalitas, heteroskedastisitas, dan multikolinearitas. Uji F, uji t, dan R2 digunakan untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa harga, diskon, promosi, dan kualitas layanan semuanya secara signifikan dan positif mempengaruhi keputusan pembelian konsumen. Kata Kunci : Harga, Diskon, Promosi, Kualitas Layanan, Keputusan Pembelian ================================================================================================== This study analyzes the factors influencing consumer purchasing decisions at Indomaret in Sirandorung. The participants in this research were customers of Indomaret in Sirandorung. A total of 96 respondents were obtained using the Lemeshow formula for sampling. Data collection methods included a Likert scale questionnaire, documentation, and observation. Multiple linear regression analysis was employed, along with classical assumption tests, including tests for normality, heteroscedasticity, and multicollinearity. Hypotheses were tested using the F-test, t-test, and the coefficient of determination (R²). The study's results indicate that price, discount, promotion, and service quality all have a significant and positive impact on consumer purchasing decisions. Keywords : Price, Discount, Promotion, Service Quality, Purchasing Decision

Item Type:	Article
Uncontrolled Keywords:	Harga, Diskon, Promosi, Kualitas Layanan, Keputusan Pembelian==============Price, Discount, Promotion, Service Quality, Purchasing Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	31 Jul 2025 03:59
Last Modified:	31 Jul 2025 04:10
URI:	http://repository.ulb.ac.id/id/eprint/1613

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