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Iswahyu Pranawukir
Institut Bisnis & Informatika (IBI) Kosgoro 1957, Jakarta
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Journal : Jurnal Ilmu Komunikasi Progressio

 1 
Pengaruh Strategi Harga dan Produk Furniture Terhadap Perilaku Pembelian Pada Konsumen” (Studi Analisis Metode Verifikatif terhadap Pembeli Furniture Olympic pada Cabang Outlet Carefour MT Haryono Iswahyu Prana wukir; Hiswanti .; Maria Jashinta Elisabet Hamboer
Jurnal Ilmu Komunikasi PROGRESSIO Vol 2, No 2 (2021): Volume 2 No.2 September 2021
Publisher : Jurnal Ilmu Komunikasi PROGRESSIO

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (298.735 KB)

Abstract

In quantitative research, verification is a common method used to check whether a method is correct by verifying or without corrections from what has been carried out elsewhere, by taking similar problems in life. The quantitative approach leads to a scientific approach to managerial and economic decision making. This approach consists of problem formulation, finding solutions, testing solutions, analyzing results and implementation of the results in achieving such as measure (calculation).This study aims to verify the role model of the business communication corridor. Analysis will address this question:how much influence a dimension of a strategy consisting of two independent variables, product and price of the Olympic brand furniture has on the dimensions of purchasing behavior as the dependent variable at the outlet at Carrefour MT Haryono, Jl Raya MT Haryono, South Jakarta.This research will apply business communication strategy theory (pricing strategy, product strategy, consumer behavior, purchasing decision and social category in order to represent discipline of social science).For methodology, this research uses a verification study analysis with a positivistic paradigm. Data are referred to population of 450; 82 samples, while in the implementation and research, only 30 respondents were used as samples.This study has resulted an important conclusion about the dimension of price strategy conducted by Olympic brand in that specific outlet. The furniture prices here are actually not cheap and rather close to the expensive in category (it is measured 2,25 at mean scale dimension). It shows the opinion of buyers who think the prices of furniture has a tendency to be expensive.In the dimension of product strategy, it is clear  that the products  and strategies of Olympic furnitures are particularly targetted the household of urban middle class Indonesian. It can be verified from looking at the quality standard of products which are either not too good or too bad, at least from the eyes of the buyers.The research also finds that the decision to buy an Olympic product is determined by a number of specific indicators, namely: the quality, the price, kind of products and place where products are sold.  It has been validated through this research that Olympic furniture products are mostly bought by ordinary buyers. They buy the products spontaneously at the Olympic outlet at Carefour. They are not those regular or typical inexperienced buyers.  
Pengaruh Strategi Harga dan Produk Furniture Terhadap Perilaku Pembelian Pada Konsumen” (Studi Analisis Metode Verifikatif terhadap Pembeli Furniture Olympic pada Cabang Outlet Carefour MT Haryono Iswahyu Prana wukir; Hiswanti .; Maria Jashinta Elisabet Hamboer
Jurnal Ilmu Komunikasi PROGRESSIO Vol 2, No 2 (2021): Volume 2 No.2 September 2021
Publisher : Jurnal Ilmu Komunikasi PROGRESSIO

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (298.735 KB)

Abstract

In quantitative research, verification is a common method used to check whether a method is correct by verifying or without corrections from what has been carried out elsewhere, by taking similar problems in life. The quantitative approach leads to a scientific approach to managerial and economic decision making. This approach consists of problem formulation, finding solutions, testing solutions, analyzing results and implementation of the results in achieving such as measure (calculation).This study aims to verify the role model of the business communication corridor. Analysis will address this question:how much influence a dimension of a strategy consisting of two independent variables, product and price of the Olympic brand furniture has on the dimensions of purchasing behavior as the dependent variable at the outlet at Carrefour MT Haryono, Jl Raya MT Haryono, South Jakarta.This research will apply business communication strategy theory (pricing strategy, product strategy, consumer behavior, purchasing decision and social category in order to represent discipline of social science).For methodology, this research uses a verification study analysis with a positivistic paradigm. Data are referred to population of 450; 82 samples, while in the implementation and research, only 30 respondents were used as samples.This study has resulted an important conclusion about the dimension of price strategy conducted by Olympic brand in that specific outlet. The furniture prices here are actually not cheap and rather close to the expensive in category (it is measured 2,25 at mean scale dimension). It shows the opinion of buyers who think the prices of furniture has a tendency to be expensive.In the dimension of product strategy, it is clear  that the products  and strategies of Olympic furnitures are particularly targetted the household of urban middle class Indonesian. It can be verified from looking at the quality standard of products which are either not too good or too bad, at least from the eyes of the buyers.The research also finds that the decision to buy an Olympic product is determined by a number of specific indicators, namely: the quality, the price, kind of products and place where products are sold.  It has been validated through this research that Olympic furniture products are mostly bought by ordinary buyers. They buy the products spontaneously at the Olympic outlet at Carefour. They are not those regular or typical inexperienced buyers.  
Co-Authors Abdul Azis Abid Ramadhan Achir, Andi Banus Adhy Firdaus Afif Alfiyanto Afif Alfiyanto Agus Hitopa Sukma Ahmad Fadil Mediwinata Ahmad Hariyadi Alamsyah Alamsyah - Alfan Bachtiar Alfan Bachtiar Alfazla Alfiyanto, Afif Anantadjaya, Samuel PD Andinna Ananda Yusuff Anwar Fuadi Aprih Santoso Ardhana Januar Mahardhani Arian, Vabrian Prima Dana Arifin, Moh. Syamsul Ariyanto Ariyanto Astanto, Agung Pramudi Awaludin, Dipa Teruna AYU LESTARI Bachtiar, Alfan Barizki, Rezzi Nanda Barizki, Rezzi Nanda Barus, Imelda Bastian, Yan Bincar Nasution Boy Firmansyah Burhanuddin Chairul Anam Citra Eka Putri Cut Susan Octiva Darmawan, Zakaria Satrio Darmawanto Desilawati, Nur Desilawati, Nur Efendi Efendi Elis Teti Rusmiati Elisabet Hamboer, Maria Jashinta Emeritus G. Bitros Erita Riski Putri Eva Andriani Eva Andriani Fadil Mediwinata, Ahmad Fardhoni, Fardhoni Fazri, Muhammad Faizal Febriyanti Febriyanti Fikry Suandi Filda Angellia Firda Firmansyah Firdaus Yuni Dharta Fitri Hidayati Fitri Hidayati Fitriana Suprapti Frans Sudirjo G. Andreopoulos Gracia Rachmi Adiarsi Gusmao, Cristino Hamboer, Maria Jashinta Elisabet Hamirul Hamirul Hamirul, Hamirul HANDRIADI HANDRIADI Harianto II Haryanto , Haryanto Heryadi, Ferry Hiswanti Hiswanti Hiswanti Hitopa Sukma, Agus Ilham Ilham Ilham Prisgunanto Indra Tjahyadi Irzan Soepriyadi Istianingsih, Nanik Ivan Riyadi Jasintha, Maria Jaya, Rahmat Judijanto, Loso Khairunnisa Kusuma, Ema Kuswardani, Diah Cori LAUNTU, ANSIR Lestari, Rizki Made Wilantara, Made Wilantara Maghfiratull Adawiyah Mardiati Mardiati Mareta Puri Rahastine, Mareta Puri Maria Jashinta Elisabet Maria Jashinta Elisabet Hamboer Maria Jashinta Elisabet Hamboer Maria Jashinta Elisabet Hamboer Maria Jasintha Maya May Syarah, Maya May Mayang Riyanti Mayang Riyantie Mayang Riyantie, Mayang Misnan Misnan Misnan Misnan Misnan, Misnan Mohamad Ghozali Mohamad Sudi Mohamad Sudi Mohzana Muhammad Arifin Muhammad As'ad Mubarok Al Jauhari Muhammad Saifulloh Murtiadi Murtiadi, Murtiadi Mustiawan Mutamakin, M. Nanda Barizki, Rezzi Ningsih, Titiek Surya Nirstyo Wahdi Norliani Nur Desilawati Nur Desilawati Nur Desilawati Nur El Ikhsan Nur Latifah, Nur Nuraini Purwandari Nurika Duwi Oktaviani Nurul Yaqin Obing Zaid Sobir Pratiwi, Restu Meiditya Pratiwi, Wulan Dwi Puspa Rini, Puspa Putri, Erita Riski Radja Erland Hamzah Rahayu, Sari Ratna Susanti Reny Andriyanty Rety Palupi Rezzi Nanda Barizki Rezzi Nanda Barizki Rezzi Nanda Barizki Rifaldi Rifaldi Rina Sovianti Rinovian Rais Risnati Malinda Riyanti, Mayang Riza Faishol Robbi Rahim Romli Romli, Romli Rudi Kurniawan Rudy Haryanto Safar, Muh Sani Isah Saputra, Ruswiati Surya Selvi Sofiawati Setiawan, Mohammad Febry Saputra Shofwani, Siti Aniqoh Silvina Mayasari Sinta Dwi Utami Siti Hasanah Slamet Riyadi Soejarminto, Yos Soo II, Kim Sovianti, Rina Sri Maryati Suandi, Fikry Suci Rahmadani Sukma, Agus Hitopa Sukma, Agus Hitopa Sukma suparjan suparjan Susriyanti, Susriyanti Sutisna, Eka Syafrizaldi Syah Amin Albadry Syahwami Sylvia Kartika Dhamayanti Tamaulina Br Sembiring Taupiq Taupiq Tia Nurapriyanti Tia Nurapriyanti Tirta Mulyadi Tiurmaida, Serepina Tommy Kuncara Tursanurohmad, Noviana Utomo, Sulistyo Budi Vensy Vydia Veronika Yuni Trisnowati Vivin Tri Astuti Widya Pratiwi WIHARDJO, EDY Winata, Nanda Putu Wira Alvio Yani, Tri Endang Yanti Setianti Yazid Akromudin Yulianti Fajar Wulandari Zulham, Zulham