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Dina Oktavia
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Journal : JOURNAL OF SCIENCE AND SOCIAL RESEARCH

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FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DI HOTEL ARYA DUTA MEDAN Ardika, Loris; Oktavia, Dina
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 2 (2025): May 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i2.3011

Abstract

Abstract: The problem that occurs because researchers want to find out which factors are dominant in purchasing decisions in Hotel Arya Duta Medan, the purpose of the research used by researchers is to find out what factors are dominant in purchasing decisions that most influence purchasing decisions at Hotel Arya Duta Medan, the research method carried out by researchers is through a quantitative approach, Researchers use a random sample, which is around 10% - 15% or 20% - 25% of the total population of active customers who often make purchases at Hotel Arya Duta Medan. The conclusions obtained by researchers are 3 factors that influence purchasing decisions, including: price by 26.2%, product quality by 57.8% and promotion by 33.6%. Keywords: Factors, Price, Product Quality, Promotion, Purchase Decision Abstrak: Permasalahan yang terjadi karena peneliti ingin mengetahui faktor-faktor mana saja yang dominan terhadap keputusan pembelian yang ada di Hotel Arya Duta Medan, tujuan penelitian yang digunakan peneliti adalah ingin mengetahui faktor-faktor apa saja yang dominan terhadap keputusan pembelian yang paling berpengaruh terhadap keputusan pembelian di Hotel Arya Duta Medan, metode penelitian yang dilakukan oleh peneliti yaitu adalah melalui pendekatan kuantitatif, peneliti menggunakan mengambil sampel secara acak yaitu sekitar 10% - 15% atau 20% - 25% dari jumlah populasi pelanggan aktif yang sering melakukan pembelian di Hotel Arya Duta Medan. Kesimpulan yang didapatkan oleh peneliti ada 3 faktor yang berpengaruh terhadap keputusan pembelian antara lain meliputi: harga sebesar 26,2% , kualitas produk sebesar 57,8% dan promosi sebesar 33,6%. Kata kunci: Faktor-faktor, Harga, Kualitas Produk, Promosi, Keputusan Pembelian
Co-Authors Amanda P Utari, Amanda P Anna Uyainah Ardika, Loris Bambang Setyohadi C Martin Rumende Chiyonobu, Shun Dian Wardiana Sjuchro Elly Malihah Erwin Erwin Evi Novianti Fatmawati Fatmawati Hartati, Tiara Fajar Heni Susiati Lani Gumilang Millary Agung Widiawaty Moh. Dede Ninda, Lutfia Na Nisfi, Fiya Lailatin Nurfauziah, Isni Purdianto, Ario Puspita Wulandari, Puspita Qorinah Estiningtyas Sakilah Adnani Sally Aman Nasution, Sally Aman Sumaryono Sumaryono Sunardi Sunardi Sunardi Taftazani, Taftazani Vijaya Isnaniawardhani ZN, Anna Uyainah Zukhra, Ririn Muthia