Pengaruh Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Di Ruang Parfum Marpoyan Pekanbaru

Farhandi, Desfy (2022) Pengaruh Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Di Ruang Parfum Marpoyan Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

In the perfume refill business, business actors who have product quality and prices that are in accordance with consumer finances will create a special attraction to lead consumers to use the products and services offered by perfume companies. This study aims to determine the effect of product and price on consumer purchasing decisions at the Perfume Room Marpoyan Pekanbaru. This study uses a descriptive survey type with quantitative research methods because the researcher collects data by analyzing the data and by describing or explaining the data by observing on the spot. The sampling technique used in this study is incidental sampling, that is, anyone who coincidentally meets the researcher if it is deemed that the person who happened to be met is suitable as data. The results showed that the product had no effect on purchasing decisions, while price had a significant effect on purchasing decisions. Judging from the indicators of price suitability with product quality, then on purchasing decisions seen from indicators of habit in buying products, they were in the category of strongly agree with the acquisition of a dominant score. In testing the hypothesis using multiple linear regression, it is done by comparing the significant value with the alpha value of 0.6 and also comparing the ttable value and the tcount value. The coefficient of determination shows that the product and price variables have a dominant influence on purchasing decisions because they have a determination coefficient of 62% so that it can be concluded that the product variable has no influence on purchasing decisions.

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