PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JASA LAUNDRY KUCEK-KUCEK DI KABANJAHE

TARIGAN, NEIL FALLISTER (2024) PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JASA LAUNDRY KUCEK-KUCEK DI KABANJAHE. Skripsi thesis, UNIVERSITAS QUALITY BERASTAGI.

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Abstract

This research aims to find out whether there is an influence of price and promotion on purchasing decisions for Kucek-Kucek Laundry Kabanjahe. The population used is 110 people per month and in 2022 there will be 1,320 people. The sample used was using the Slovin formula and produced a sample of 93 people. This type of research is quantitative research. The methods used to collect data are questionnaires, interviews, approaches and documentation. Data analysis uses multiple regression analysis. For testing, hypothesis testing is used which consists of partial and simultaneous tests, and the coefficient of determination (R2). The results of the regression analysis test for the price variable are 0.227, which shows that the price variable has a positive influence on the purchasing decision variable. From the price variable test results, it can be seen that tcount is 2.157>1.667 with a sig value. amounting to 0.034<0.05, it can be concluded that partially the price variable has a significant effect on purchasing decisions at Kucek-Kucek Laundry Kabanjahe. From the promotional variable test results, it can be seen that tcount is -1.607<1.667 with a sig value of 0.112>0.05. It can be concluded that partially there is no influence of promotional variables on purchasing decision variables at Kucek-Kucek Laundry Kabanjahe. Based on the results of research from data processing carried out on simultaneous test variables, a value of 3,200>3,098 can be obtained. It can be concluded that Ha is accepted and Ho is rejected, meaning that there is a simultaneous and significant influence of price and promotion on the purchasing decision variable at Kucek-Kucek Laundry Kabanjahe. From processing the coefficient test data (R2) it can be concluded that the purchasing decision variable can be explained by the independent variables, namely the price and promotion variables of 6.6%, while the remaining 93.4% is explained by other variables outside the research model which influence the purchasing decision variable in Kucek-kucek Kabanjahe Laundry.

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