Faktor-Faktor Yang Memepengaruhi Keputusan Pembelian Konsumen Pada Java Supermall Semarang

PURWANTO, EKO (2012) Faktor-Faktor Yang Memepengaruhi Keputusan Pembelian Konsumen Pada Java Supermall Semarang. Other thesis, STIE Bank BPD Jateng.

[img] Text
M.12.12. Eko Purwanto IM.09.1473_B.pdf

Download (2MB)


The increase of malls and shopping centers' number in Semarang urge entrepreneurs in this field to increase their company to compete with other similar companies. In an effort to provide customer satisfaction, as well as to generate an effective response to and in accordance with the wishes of consumers, the companies need to determine an appropriate strategy and integrated policy. Therefore, marketers need to study and determine the problem-solving perspective on consumer purchases at the supermarket. The aim of this study is to know the effects of roduct, price, place, promotion, socio-cultural and situational variables on consumer purchasing decisions in Java Supermall Semarang, as well as to know the most dominant variable that have influence on consumer purchase decisions in Java Supermall Semarang.This research is an explanatory research that explains the causal relationships between variables through the testing of hypotheses. Number of sample for infinite population is 97 respondents. The sampling technique isconvenience sampling, i.e. to select a sample, researchers do not have other considerations than just convenience.Variables used in this study are Product, Price, Place, Promotion, Social-Cultural, Situational as independent variables and the Purchasing Decision as a dependent variable. With questionnaire as research instrument, the analysis technique used is multiple regression.The results showed that the product (X1), price (X2), Promotion (X4) and Socio-Cultural (X5) significantly influence the consumer purchase decision (Y). While Place (X 3) and situational (X 6) had no significant influence on consumer purchase decision (Y).The result of F test proved that there was simultaneous and significant influence of independent variables (product, price, place, promotion, socio-cultural and situational) on the dependent variable (consumer purchase decisions in Java Supermall Semarang). The results of the regression coefficient indicates that the products (X1) to be the biggest factor influencing the purchase decision, while the price (X2) to be the lowest factor influencing purchase decisions.

Item Type: Thesis (Other)
Uncontrolled Keywords: Produk, Harga, Tempat, Promosi, Sosial-Budaya, Situasional, Keputusan Pembelian konsumen, Java Supermall Semarang
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Art
Depositing User: Magang Magang Siswa
Date Deposited: 20 Feb 2024 03:01
Last Modified: 20 Feb 2024 03:01
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1726

Actions (login required)

View Item View Item