PENGARUH POINT OF PURCHASE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MICROCELL SAMSUNG PARTNER PLAZA SINGOSAREN SURAKARTA TAHUN 2017

KUSUMA, MEGA TIARA (2018) PENGARUH POINT OF PURCHASE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MICROCELL SAMSUNG PARTNER PLAZA SINGOSAREN SURAKARTA TAHUN 2017. Other thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRAK Mega Tiara Kusuma. “PENGARUH POINT OF PURCHASE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MICROCELL SAMSUNG PARTNER PLAZA SINGOSAREN SURAKARTA TAHUN 2017”. Skripsi; Surakarta: Fakultas Keguruan dan Ilmu Pendidikan. Universitas Sebelas Maret Surakarta. Juli 2017. Penelitian ini bertujuan untuk mengetahui (1) Pengaruh point of purchase secara bersama-sama terhadap keputusan pembelian konsumen di Microcell Samsung Partner Plaza Singosaren. (2) Pengaruh in store media terhadap keputusan pembelian konsumen di Microcell Samsung Partner Plaza Singosaren. (3) Pengaruh signage terhadap keputusan pembelian konsumen di Microcell Samsung Partner Plaza Singosaren. (4) Pengaruh display terhadap keputusan pembelian konsumen Microcell Samsung Partner Plaza Singosaren. Jenis penelitian yang digunakan adalah metode deskriptif kuantitatif dengan teknik pengumpulan data berupa kuesioner. Populasi penelitian ini adalah konsumen Microcell Samsung Partner Plaza Singosaren Surakarta. Teknik sampling yang digunakan dalam penelitian ini adalah quota sampling dan incidental sampling. Berdasarkan penghitungan diperoleh sampel sebanyak 100 responden. Teknik analisis data yang digunakan adalah teknik analisis regresi linier berganda. Berdasarkan hasil penelitian dapat disimpulkan bahwa (1) Adanya pengaruh point of purchase terhadap keputusan pembelian konsumen. Hal ini dibuktikan dari hasil uji F diperoleh nilai probabilitas sebesar 0,000. Sehubungan dengan nilai probabilitas 0,000 lebih kecil dari 0,05; maka Ho ditolak dan Ha diterima, sehingga dapat disimpulkan bahwa variabel point of purchase yang terdiri dari: in store media, signage dan display berpengaruh secara simultan terhadap keputusan pembelian konsumen di Microcell Samsung Partner Plaza Singosaren Surakarta. (2) Hasil perhitungan data untuk variabel in store media memiliki tingkat signifikansi 0,039; variabel signage memiliki tingkat signifikansi 0,015 dan variabel display memiliki tingkat signifikansi 0,028 maka dapat disimpulkan bahwa variabel in store media, signage, dan display memilki pengaruh secara parsial terhadap keputusan pembelian konsumen di Microcell Samsung Partner Plaza Singosaren Surakarta. (3) Berdasarkan hasil perhitungan data nilai Adjusted R Square sebesar 0,199 sehingga dapat diartikan bahwa 19,9% keputusan pembelian konsumen di Microcell Samsung Partner Plaza Singosaren Surakarta dipengaruhi oleh point of purchase (POP) yang terdiri dari in store media, signage, dan display, sedangkan sisanya dipengaruhi oleh faktor lain. Kata kunci : keputusan pembelian, Microcell Samsung Partner Plaza Singosaren Surakarta, Point of purchase (POP). ABSTRACT Mega Tiara Kusuma. "THE EFFECT OF POINT OF PURCHASE ON CONSUMER PURCHASE DECISION IN MICROCELL SAMSUNG PARTNER PLAZA SINGOSAREN SURAKARTA 2017" Thesis; Surakarta: Teacher Training and Education Faculty. Sebelas Maret University Surakarta. July 2017. This study aimed to determine The (1) Effect of point of purchase together on consumer purchasing decisions in Microcell Samsung Partner Plaza Singosaren Surakarta. (2) Effect of in store media on consumer purchasing decisions in Microcell Samsung Partner Plaza Singosaren Surakarta. (3) The effect of signage on consumer purchasing decisions in Microcell Samsung Partner Plaza Singosaren Surakarta. (4) The effect of display on consumer purchasing decisions in Microcell Samsung Partner Plaza Singosaren Surakarta. This type of research is used by descriptive quantitative method of data collection techniques such as questionnaires. The population was Microcell Samsung Partner Plaza Singosaren Surakarta consumers. The sampling technique used in this study is quota sampling and incidental sampling. Based on the calculation obtained a sample of 100 respondents. The data analysis technique used is multiple linear regression analysis techniques. Based on the results of this study concluded that (1) The influence point of purchase on consumer purchasing decisions. It is evident from the results obtained by the F test probability value of 0,000. In connection with a probability value of 0,000 is smaller than 0,05; then Ho is rejected and Ha accepted, so it can be concluded that the variable point of purchase consisting of: in store media, signage and display simultaneous influence on consumer purchasing decisions in Microcell Samsung Partner Plaza Singosaren Surakarta. (2) The calculation of the variable in the data store for the media has a significance level of 0,039; variable has a significance level of 0,015 signage and display variable has a significance level of 0,028; it can be concluded that the variables in store media, signage, and displays have the effect of partially on consumer purchasing decisions The Microcell Samsung Partner Plaza Singosaren Surakarta. (3) Based on calculations of data Adjusted R Square of 0,199 so that it can be interpreted that 19,9% of consumer purchasing decisions in Microcell Samsung Partner Plaza Singosaren Surakarta influenced by the point of purchase ( POP ) which consists of in store media, signage, and display, while the remaining affected by other factors. Keywords: Point of purchase (POP), purchasing decisions, Microcell Samsung Partner Plaza Singosaren Surakarta.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Keguruan dan Ilmu Pendidikan
    Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
    Depositing User: Fransiska Meilani f
    Date Deposited: 28 Feb 2018 11:36
    Last Modified: 28 Feb 2018 11:36
    URI: https://eprints.uns.ac.id/id/eprint/39643

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