PENGARUH DIFFERENSIASI PRODUK dan HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI PENDEKATAN PARTIAL LEAST SQUARE SEM SMARTPLS

Abstract

The purpose of this study aims to examine and analyze the influence between product differentiation and price on consumers Waroeng SS branch of Jatinangor.Population in this research is consumer Waroeng SS branch of Jatinangor with the total sample of 100 respondents. Data analysis method used is descriptive and verifikatif method with quantitative approach. The instrument test is done by validity test and reliability test. The analytical technique used is path analysis, used to show relationships that show how much influence a particular variable either direct or indirect influence on some other variables. The result of this study shows that partially and simultaneously of the product differentiation and price has a positive and significant effect on purchase decision. The partially of purchase decision influenced by product differentiation is 26,7%, and influenced by price is 25,75%. The amount of total influence by product differentiation and price on purchase decision is indicated by the magnitude of the coefficient of determination r2=0,518 or 51,80%, and influenced beyond the other variables is 48,20%. The conclusion of this study is product differentiation and price have positive and significant influence to purchasing decision, with the most dominant variable is product differentiation as variable that affected purchase decision at Waroeng SS branch of Jatinangor.The purpose of this study aims to examine and analyze the influence between product differentiation and price on consumers Waroeng SS branch of Jatinangor.Population in this research is consumer Waroeng SS branch of Jatinangor with the total sample of 100 respondents. Data analysis method used is descriptive and verifikatif method with quantitative approach. The instrument test is done by validity test and reliability test. The analytical technique used is path analysis, used to show relationships that show how much influence a particular variable either direct or indirect influence on some other variables. The result of this study shows that partially and simultaneously of the product differentiation and price has a positive and significant effect on purchase decision. The partially of purchase decision influenced by product differentiation is 26,7%, and influenced by price is 25,75%. The amount of total influence by product differentiation and price on purchase decision is indicated by the magnitude of the coefficient of determination r2=0,518 or 51,80%, and influenced beyond the other variables is 48,20%. The conclusion of this study is product differentiation and price have positive and significant influence to purchasing decision, with the most dominant variable is product differentiation as variable that affected purchase decision at Waroeng SS branch of Jatinangor.

E-Commerce Information System Using Technology Acceptance Model Approach

“…Measurement of reliability is testing the reliability of the questionnaire questions are effective or appropriate. The reliability test can be said to be valid as seen from Cronbach's alpha of more than 0.6 according to Umi Narimawati in the journal [17] and the composite reliability result is satisfactory or valid if it has a value above 0.7. c. Evaluation of the structural model (Inner Model)…”

“…R-square is a value that shows how much the independent variable (exogenous) affects the dependent variable (endogenous). Hypothesis testing is done by comparing the t-count value with the t-table at a significance of 5% or 0.05 [17]. And the p-value below is ≤ 0.05 then it is declared positive.…”