PENGARUH HARGA, PROMOSI, LOKASI, KELAS SOSIAL, PERAN DAN KONSEP DIRI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN - Annisa Tinthia Fitri; Pujiati Pujiati; Yon Rizal (FKIP Unila, 2017)
The purpose of this research were to find out the effect of price, promotion, location, social class, role and status, and self concept of consumers againts the consumers purchases at Chandra MBK Bandar Lampung 2017. The method used was descriptive verification method by approaching ex post facto and survey.This results showed there were influence of the price, promotion, location, social class, role and status, and self concept of consumers againts the purchasing decision at Chandra MBK. Based on analysis of multiple linear regression provided Fh 30,789 Ft 2,246 with determination (r2) 0,746 that means consumers purchases influenced by price, promotion, location, social class, role and status, and self concept of consumers of 74,6% and the rest affected by another variables.Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi, lokasi, kelas sosial, peran dan status serta konsep diri konsumen pada Chandra MBK Bandar Lampung 2017. Metode yang digunakan adalah metode deskriptif verifikatif dengan pendekatan ex post facto dan survey. Hasil penelitian menunjukkan terdapat pengaruh harga, promosi, lokasi, kelas sosial, peran dan status serta konsep diri konsumen pada Chandra MBK. Berdasarkan analisis regresi linear multiple diperoleh Fh 30,789 Ft 2,246 dengan koefisien determinasi sebesar (r2) 0,746 yang berarti keputusan pembelian konsumen dipengaruhi oleh variabel harga, promosi, lokasi, kelas sosial, peran dan status, serta konsep diri sebesar 74,6% dan sisanya sebesar 25,4% dipengaruhi oleh faktor lain.Kata kunci: harga, promosi, lokasi, keputusan pembelian