HUBUNGAN ANTARA ATRIBUT PRODUK DAN HARGA DENGAN KEPUTUSAN PEMBELIAN SUSU HILO TEEN PADA WARGA RW 03 DI CILANDAK TIMUR JAKARTA

Lailatul, Wulan (2016) HUBUNGAN ANTARA ATRIBUT PRODUK DAN HARGA DENGAN KEPUTUSAN PEMBELIAN SUSU HILO TEEN PADA WARGA RW 03 DI CILANDAK TIMUR JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

WULAN LAILATUL. Relationship Between Product Attributes and Price With Purchase Decision Milk HiLo Teen at the RW 03 residents in East Cilandak Jakarta. Commerce Education Study Program. Majors Economics and Administration. Faculty of Economics. State University of Jakarta. 2016 This study aims to know relation between product attributes and prices with purchasing decisions milk HiLo Teen at the residence of RW 03 in East Cilandak Jakarta. This study is a survey using a questionnaire as an instrument. The population used in this research is consumer milk HiLo Teen in RW 03 with a population of affordable is RT 04, 05 and RT 07 were ever made a purchase of dairy products HiLo Teen, and participants include as many as 54 by using purposive sampling, the samples taken by here there are certain considerations ratings (judgment) specified in the sample collection. Validity of the instrument using a Likert scale, while the reliability test using Cronbach Alpha. The analysis technique used is multiple regression analysis. The study found that the product attributes is positively associated with purchasing decisions with tcount of 3,686 > 1,675 ttable value and the significance level of 0.05. price positively influence the purchase decision with tcount amounted to 4,145 > 1,675 ttable value and the significance level of 0.05. Product attributes and price is positively related to purchasing decisions Fhitung 16,846 > Ftabel 3,18 with a significance value 0,05. Multiple Linear Regression equations purchase decision, if without the attributes of the product and the price of the purchase decision only 4,872, and each increment of respondents to the variable attributes of the product and the price will increase by 0.423 and 0.223. Then the multiple regression equation is Ŷ= 4,872 + 0,423 (X1) + 0,223 (X2) which is used as a basis to estimate the purchasing decisions are influenced by the product attributes and pricing will be tested whether valid for use. And it can be seen that the value of R2 or coefficient of determination between product attributes and price with the purchase decisions of 0.398. So the ability of product attributes and prices to explain the purchasing decisions through simulation amounted to 39.8%.

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