HUBUNGAN ANTARA HARGA DAN PROMOSI DENGAN KEPUTUSAN PEMBELIAN PADA KONSUMEN PT.ASCO PRIMA MOBILINDO DI JAKARTA

Asrilia, Asrilia (2016) HUBUNGAN ANTARA HARGA DAN PROMOSI DENGAN KEPUTUSAN PEMBELIAN PADA KONSUMEN PT.ASCO PRIMA MOBILINDO DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ASRILIA, The Correlation Between Price and Promotion With Purchase Decision of Consumer On PT.Asco Prima Mobilindo Jakarta This research was conducted in the area of Jakarta, for Duaa months, starting from March 2016 to May 2016. The purpose of this study is to determine the Relationship Between Price And Promotion With Consumer Purchasing Decisions In PT.Asco Prima Mobilindo In Jakarta. The method used is survey method with the correlational approach, the population in this study is that consumers PT.Asco Prima Mobilindo in Jakarta. The sampling technique used was purposive sampling with as many as 70 customers. The resulting regression equation to variable price with the purchase decision is 0.532X Y = 69 529 while the regression equations generated for sale with the purchase decision variable is y = 75 782 0.389X. Test requirements analysis that estimates the error normality test regression of Y on X with normality test produces Lhitung = 0.567 for Purchase Decision; Prices have Lhitung = amounted to 0.476 and Promotion of data have to Ltabel Lhitung = 0.698 for n = 70 at 0:05 significant level is 0.1059. Because Lhitung <Ltabel the error estimates Y over X normal distribution. Linearity Regression Test variable purchase price with the decision to produce Fhitung <Ftable is 48, 615 <3.98 and promotion with purchase decision variables to produce Fhitung <Ftable is 31, 930 <3.98, so it was concluded that the linear regression equation. Test the significance of the regression of the variable purchase price with the decision to produce Fhitung> Ftabel ie, 48.615> 3.98, so it can be inferred that the regression equation is significant and variable promotions with purchasing decisions produce Fhitung> Ftabel ie, 31.930> 3.98, so it can be concluded that the regression equation significantly. The correlation coefficient product moment of Pearson of the variable price with the purchase decision to produce r xy = 0.646, while the coefficient of correlation product moment of Pearson of variable promotions with the purchase decision to produce r xy = 0.565, then test the significance of correlation coefficient on the variable price with purchase decisions by using test t and t = 6.972 and the resulting table = 1.666, while the significance test of correlation coefficient on the variable promotion with purchase decisions by using the t test and the resulting t = 5.651 and t table = 1.666. Thus, it can be concluded that the coefficient on the variable purchase price with the decision to produce a correlation r xy = 0,646 is significant while variable promotions with the purchase decision resulted in a correlation r xy = 0.565 is significant. The coefficient of determination obtained 41.7%, which shows that 41.7% variable purchase decision is determined by the price, while the coefficient of determination obtained by 31%, showing that 31% of purchasing decisions are determined by variable promotion.

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