PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ICE CREAM AICE DI SURAKARTA

Abstract

Abstract-This study aimed to analyze the effect of price, promotion and product quality on purchasing decisions ice cream AICE in Surakarta. The population is consumers who consume ice cream AICE in Surakarta. Samples were taken by accidental sampling, as many as one hundred respondent. The analytical method used is quantitative analysis using analytical techniques that consist of validity, reliability test, classic assumption test, F test, the coefficient of determination, t test, and multiple linear regression analysis. The results of multiple linear regression inferred variable pricing, promotion and product quality and significant positive influence on purchasing decisions. T test results showed that the price, promotion and product quality significantly influence purchasing decisions ice cream AICE in Surakarta. F test results showed that the price, promotion and product quality simultaneously significant effect on purchasing decisions. The resulting coefficient of determination is zero piont seven hundred and eight , which means seventy point eight percent were able to be explained by the variable price, promotion and product quality while the remaining twenty-nine point two percent is explained by other variables not participate investigated such places, social class, motivation and brand.
Keywords: Price, Promotion, Product Quality and Purchasing Decision.

Abstraks-Penelitian ini bertujuan menganlisi pengaruh harga, promosi dan kualitas produk terhadap keputusan pembelian ice cream AICE di Surakarta. Populasi adalah konsumen yang mengkonsumsi ice cream AICE di Surakarta. Pengambilan sampel dilakukan secara accidental sampling, sebanyak seratus responsen. Metode analisis yang digunakan adalah analisis kuantitatif menggunakan teknik analisis yang terdiri dari uji validitas, uji reliabilitas, uji asumsi klasik, uji F, koefisien determinasi, uji t, dan analisis regresi linier berganda. Hasil dari regresi linier berganda disimpulkan variabel harga, promosi dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil uji t menunjukkan bahwa harga, promosi dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian ice cream AICE di Surakarta. Hasil uji F menunjukkan bahwa harga, promosi dan kualitas produk secara simultan berpengaruh signifikan terhadap keputusan pembelian. Koefisien determinasi yang dihasilkan adalah nol koma tujuh ratus delapan yang berarti tujuh puluh koma delapan persen mampu dijelaskan oleh variabel harga, promosi dan kualitas produk sedangkan sisanya dua puluh sembilan koma dua persen dijelaskan oleh variabel lain yang tidak ikut diteliti seperti tempat, kelas sosial, motivasi dan merek.
Kata Kunci : Harga, Promosi, Kualitas Produk Dan Keputusan Pembelian.