PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA KONSUMEN CICA NATURE INDONESIA PADA GRUP WHATSAPP)

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ABSTRAK

Riset bermaksud melihat imbas Harga, Promosi dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen. Riset memanfaatkan kaidah kuantitatif. Populasi riset berupa klien Cica Nature Indonesia di Grup Whatsapp. Sementara sampel riset diisi 127 informan. Perolehan riset mempertunjukkan bahwasanya sebagai parsial variabel Harga, t_hitung 3,567 > t_tabel 1,657 bersama nilai signifikan 0,012 < 0,05 mengartikan didapatinya H_a. Setelahnya, sebagai parsial variabel Promosi, t_hitung 3,965 > t_tabel 1,657 bersama nilai signifikan 0,032 < 0,05 mengartikan didapatinya H_a. Lalu sebagai parsial variabel Kualitas Produk, t_hitung 4,251 > t_tabel 1,657 bersama nilai signifikan 0,008 < 0,05 mengartikan diterimanya H_a. Kemudian didapati nilai F_hitung > F_tabel (25,553 > 2,68) bersama nilai signifikan 0,000 < 0,05 mengartikan sebagai simultan variabel Harga (X₁), Promosi (X₂) dan Kualitas Produk (X₃) berimbas akan adanya Keputusan Pembelian (Y).

Keywords : Harga, Promosi, Kualitas Produk, Keputusan Pembelian

ABSTRACT

The research intends to look at the impact of Price, Promotion and Product Quality on Consumer Purchasing Decisions. Research utilizes quantitative principles. The research population is Cica Nature Indonesia clients in the Whatsapp Group. While the research sample was filled with 127 informants. The research results show that as a partial variable Price, t_count 3.567> t_table 1.657 along with a significant value of 0.012 <0.05 means that Ha is obtained. Afterward, as a partial Promotion variable, t_count is 3.965> t_table 1.657 along with a significant value of 0.032 < 0.05, meaning that Ha is obtained. Then as a partial Product Quality variable, t_count 4.251> t_table 1.657 along with a significant value of 0.008 <0.05 means the acceptance of Ha. Then the F_count> F_table value (25.553> 2.68) along with a significant value of 0.000 <0.05 means that simultaneously the variables Price (X1), Promotion (X2) and Product Quality (X3) have an impact on Purchasing Decisions (Y).

Keywords: Price, Promotion, Product Quality, Purchase Decision