Pratama, Hazelt Daffa (2025) Pengaruh Harga Terhadap Keputusan Pembelian Pada D’oven Bakery Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Phenomenon of increasingly fierce competition in the bakery business in Pekanbaru City, particularly in the aspect of product pricing, which has the potential to influence consumer purchasing decisions. This study aims to determine the effect of price on consumer purchasing decisions at D'oven Bakery in Pekanbaru City. The research method used is a quantitative approach with an associative research type, which aims to examine the relationship between two variables: price (X) and purchasing decisions (Y). The study population was all D'oven Bakery consumers, with a sample of 133 respondents selected using a purposive sampling technique. Data were collected through observation, questionnaires, and documentation. Then, they were analyzed using simple linear regression analysis. Validity and reliability tests, t-tests, and coefficient of determination (R²) tests were performed. The results showed that price had a positive and significant effect on purchasing decisions, with a calculated t-value of 13.688 > t-table 1.978 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) was 0.589, meaning that the price variable explained 58.9% of the variation in purchasing decisions, while the remaining 41.1% was influenced by factors outside the study.

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