PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOMPUTER PADA PT. GIRSANG MITRA MANDIRI DI KOTA MEDAN (THE INFLUENCE OF PRICE AND PROMOTION ON COMPUTER PURCHASE DECISION AT PT. GIRSANG MITRA MANDIRI IN MEDAN CITY). - Samuel Tenang Ukur Ardianta Ginting (Universitas Quality, 2022)
ABSTRAK Setiap perusahaan seringkali salah menentukan harga dan promosinya sehingga mempengaruhi keputusan pembelian dari Konsumennya. Penelitian ini bertujuan untuk mengetahui pengaruh harga dan promosi terhadap keputusan pembelian Komputer di PT. Girsang Mitra Mandiri Di Kota Medan. Sampel penelitian berjumlah 50 responden adalah Konsumen PT. Girsang Mitra Mandiri Di Kota Medan. Pengumpulan data dilakukan melalui penyebaran kuesioner, dan pengolahan data ini menggunakan SPSS Versi 24.0. Model penelitian yang digunakan yaitu model penelitian deskriptif dimana menggambarkan secara sistematis dan akurat mengenai faktor-faktor yang diteliti. Teknik pengujian data digunakan dalam penelitian adalah uji validitas dengan nilai r hitung dan uji reliabilitas dengan croncbach’s Alpha, analisis data yang digunakan adalah analisis regresi linier berganda untuk menguji dan membuktikan hipotesis penelitian. Dari hasil analisa linear berganda diperoleh Y = 6,794 + 0,313X1 + 0,517X2, artinya setiap peningkatan atau penurunan harga sebesar 1 point, maka keputusan pembelian produk komputer akan mengalami peningkatan atau penurunan sebesar 0,313 dan setiap peningkatan atau penurunan promosi sebesar 1 point, maka keputusan pembelian produk komputer akan mengalami peningkatan atau penurunan sebesar 0,517. Selain menghitung hubungan variabel bebas dengan variable terikat, pada penelitian ini dihitung pula besarnya hubungan tiap variabel. Korelasi antara harga dengan keputusan pembelian sebesar 0,225 dan korelasi antara promosi dngan keputusan pembelian sebesar 0,352, maka dapat dikatakan hubungan harga dan promosi kuat dan positif. Kata Kunci : Harga, Promosi, Keputusan Pembelian ABSTRACT Every company is often wrong in determining the price and promotion so that it affects the purchasing decisions of its consumers. This study aims to determine the effect of price and promotion on computer purchasing decisions at PT. Girsang Mitra Mandiri In Medan City. The research sample amounted to 50 respondents were consumers of PT. Girsang Mitra Mandiri In Medan City. The data was collected through the distribution of questionnaires, and the processing of this data was using SPSS Version 24.0. The research model used is a descriptive research model which describes systematically and accurately about the factors studied. The data testing technique used in this study is the validity test with the calculated r value and the reliability test with Croncbach's Alpha, the data analysis used is multiple linear regression analysis to test and prove the research hypothesis. From the results of multiple linear analysis obtained Y = 6.794 + 0.313X1 + 0.517X2, meaning that every increase or decrease in price by 1 point, the decision to purchase computer products will increase or decrease by 0.313 and every increase or decrease in promotion by 1 point, the decision purchases of computer products will increase or decrease by 0.517. In addition to calculating the relationship between the independent variable and the dependent variable, this study also calculated the magnitude of the relationship between each variable. The correlation between price and purchasing decisions is 0.225 and the correlation between promotions and purchasing decisions is 0.352, it can be said that the relationship between price and promotion is strong and positive. Keywords: Price, Promotion, Purchase Decision