Pengaruh Harga Terhadap Keputusan Pembelian Tiket Umroh Pada PT. Silver Silk Pekanbaru

Sariyawa, Sariyawa (2020) Pengaruh Harga Terhadap Keputusan Pembelian Tiket Umroh Pada PT. Silver Silk Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine the effect of prices on the decision to purchase umroh tickets on PT Silver Silk Tour & Travel in Pekanbaru which is a travel agency for Umrah and Hajj pilgrimage. Price indicators used include selling prices and price discounts. Indicators of purchasing decisions used include problem recognition, information search, alternative evaluations, purchasing decisions, post-purchase behavior. The type of research used is the type of associative survey research with quantitative research methods because the research collects data by analyzing data intended to find out the effect of the relationship between two or more variables. The sampling technique used in this study used a random sampling technique which is for consumers who number 99 people. Data collection methods used were interviews, questionnaires and documentation. The data analysis technique that the study did was simple linear regression analysis. The results showed that the results of the t test (persial) showed that the price (X) with a sig = 0,000 <0.05 or t-count = 12,618> 1,660, it can be concluded that the price has a positive and significant influence on itself (itself - itself) on the decision to purchase an Umrah ticket at PT Silver Silk in Pekanbaru. The value of R square (R ^ 2) of 0.621 or (62.10%) explained that the price had a significant effect on the decision to purchase an Umrah ticket at PT Silver Silk in Pekanbaru by 62.10% while the remaining 37.9% was influenced by other factors not observed in this study. From the conclusions obtained in this study, the authors provide advice to the company that is PT Silver Silk Pekanbaru is expected to increase the value of trust so that consumer purchasing decisions always increase every year.

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