Pengaruh Harga Dan Pelayanan Terhadap Keputusan Pembelian

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis apakah faktor harga (X1) dan pelayanan (X2) meiliki pengaruh terhadap keputusan pembelian (Y) di Minimarket Indomaret, serta untuk mengetahui variabel harga dan variabel pelayanan mana yang paling berpengaruh. Hasil analisis dengan menggunakan SPSS (Statistical Program and Services Solition) versi 23 menunjukan bahwa dari hasil koevisien regresi Y= 3,408 + 0,418 X1 + 0,421 X2 menunjukan variabel harga (X1=0.418), dan pelayanan (X2=0.421). Nilai R Square (Koefisien Determinasi) sebesar 0,413. Hasil uji simultan (Uji F) menunjukan bahwa secara bersama-sama variabel harga dan pelayanan berpengaruh signifikan terhadap keputusan pembelian pada Mini Market Indomaret di Sumbawa Besar. Hasil uji parsial (Uji T) menunjukkan bahwa dari kedua variabel X yakni harga dan pelayanan yang paling berpengaruh signifikan terhadap keputusan pembelian adalah pelayanan. Saran bagi pihak Indomaret cabang Sumbawa Besar adalah terus meningkatkan dan mempertahankan strategi harga dan pelayanan karena variabel ini mempunyai pengaruh terhadap keputusan pembelian di Sumbawa Besar sebanyak 41.3 %.

The Influence of Perceptions of Price, Product Completeness, and Service Quality on Purchasing Decisions Mranggen Media Graphics Shop

“…The better the quality of service, the more purchasing decisions at the Graphic Media Mranggen store will increase. Research also supports this (Melisa & Fietroh, 2021), which shows that Excellent Service Quality positively and significantly affects consumer satisfaction.…”

“…Good pricing shows a product's suitability level because companies usually set an agreed price before the goods are released. This is also supported by research by Lianardi and Chandra (2019), Melisa andFietroh (2021), andZainullah et al (2022), which shows that Price of Perception has a positive and significant effect on purchasing decisions.…”

“…The lower the price set, the more complete the products the company offers, and the higher the quality of service the company provides to customers, the more consumers will want to make their purchasing decisions there. This is supported by research by (Melisa & Fietroh, 2021Zainullah et al, 2022, which states that Price of Perceptions, Product Completeness, and Excellent…”

“…A product's feasibility level can be seen through pricing because companies usually determine an agreed price before the goods are released. Research conducted by Melisa and Fietroh (2021) found that the price of perceptions positively affects purchasing decisions. This happens when the price offered is high; then the purchasing decision will be low; conversely, if the price set is low, the purchasing Decision will be high.…”

“…Consumer behavior that causes purchasing decisions cannot be separated from the Price of Perceptions. When buying a product, price is an important consideration for consumers because most expect that the money they spend to buy the product is proportional to the benefits the consumer receives Melisa and Fietroh (2021). Apart from the Price of Perceptions that influences purchasing decisions, Product Completeness is also an important factor in purchasing decisions.…”