PENGARUH PRODUCT, PRICE, PLACE, PEOPLE, PROMOTION TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pelanggan Clodia Outfit)

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ABSTRAK

Peneliti melakukannya sebagai pengetahuan mengenai apakah variabel product, price, place, people, serta promotion berdampak secara parsial maupun simultan pada keputusan pembelian di Clodia Outfit. Pengaplikasiannya menggunakan jenis kuantitatif, yang mana teknik mengumpulkan data yakni deangan memanfaatkan kuesioner. Populasi berupa pelanggan Clodia Outfit yang tanpa sengaja di temui dan baru saja melakukan transaksi pembelian. Hasil studi ini diketahui akan variabel Product (X1) berdampak akan keputusan pembelian (Y) di Clodia Outfit, Price (X2), Place (X3) berdampak akan keputusan pembelian (Y) di Clodia Outfit, People (X4) berdampak akan keputusan pembelian (Y) di Clodia Outfit dan Promotion (X5) berdampak akan keputusan pembelian (Y) di Clodia Outfit. Hasil Uji F menunjukkan terdapat dampak dari variabel independen (Product, price, people, dan promotiom) secara simultan akan variabel dependen (Keputusan Pembelian), maka Ha diterima dan Ho ditolak. Nilai uji koefisian determiasi mendapati akan hasil adjusted R square senilai 0,506 dengan begitu semua variabel bebas yakni product (X1), Price (X2), Place (X3), people (X4), promotion (X5), memiliki kontribusi secara bersama senilai 50,6% akan variabel dependen Keputusan Pembelian (Y), sedangkan senilai 40,4% dapat didampaki variabel lain yang tak termasuk dalam studi ini. Variabel bebas yang menunjukkan  Dominan berdampak akan variabel terikat yaitu promotion (X5) karena didapati haisil Standardized coefficient Beta lebih bebas dibanding variabel bebas lainnya yakni senilai 0, 229 atau 22,9%.

Kata Kunci:. Product, Price, Place, People, Promotion, Keputusan Pembelian

ABSTRACT

Researchers do this to gain knowledge about whether product, price, place, people and promotion variables have a partial or simultaneous impact on purchasing decisions at Clodia Outfit. The application uses a quantitative type, where the technique for collecting data is by using a questionnaire. The population consists of Clodia Outfit customers who they accidentally met and have just made a purchase transaction. The results of this study show that the Product variable (X1) has an impact on purchasing decisions (Y) at Clodia Outfit, Price (X2), Place (X3) has an impact on purchasing decisions (Y) at Clodia Outfit, People (X4) has an impact on purchasing decisions ( Y) in Clodia Outfit and Promotion (X5) have an impact on purchasing decisions (Y) in Clodia Outfit. The results of the F Test show that there is an impact of the independent variables (Product, price, people, and promotion) simultaneously on the dependent variable (Purchasing Decision), so Ha is accepted and Ho is rejected. The coefficient of determination test value found an adjusted R square result of 0.506, so that all the independent variables, namely product (X1), Price (X2), Place (X3), people (X4), promotion (X5), had a joint contribution of 50. 6% will be the dependent variable Purchasing Decision (Y), while 40.4% can be influenced by other variables not included in this study. The independent variable that shows dominant impact on the dependent variable is promotion (X5) because it was found that the results of the Standardized Beta coefficient were freer than the other independent variables, namely 0, 229 or 22.9%.

Keywords:. Product, Price, Place, People, Promotion, Purchasing Decisions