PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI TOKO ELLYN

Abstract

ABSTRACT

Aims and objectives of the study fact reveal the influence between product quality, price, promotion on purchasing decisions for fashion products at Ellyn Stores. The total population is 200 resellers of Ellyn's shop who conduct transactions both online and offline for the period of May 2021. The sample is 133 resellers using the Slovin formula, the sample technique uses purposive sampling, because the reason is that by using this technique researchers can determine certain specified criteria. The intended criteria are: (a) Buyers with transactions above Rp. 500.000 per month (b) Resellers with a minimum number of transactions of 3 purchases. In this study, the data analysis technique used was the multiple linear regression test technique. The results showed that there was a positive and significant influence between product quality, price and promotion on purchasing decisions for fashion products at Ellyn Stores, either partially or simultaneously. The magnitude of the range of values for the coefficient of determination (R²) by looking at the adjusted R square value is 0.614 or 61.40%.

Keywords : Product quality, Price, promotion, Purchase Decision, Fashion Product

ABSTRAK

Maksud dan tujuan penelitian mengungkapkan fakta adanya pengaruh antara kualitas produk, harga, promosi terhadap keputuasan pembelian produk fashion di Toko Ellyn. Jumlah populasi sebanyak 200 reseller toko Ellyn yang melakukan transaksi baik online maupun offline periode Mei 2021. Sampel berjumlah 133 reseller dengan menggunakan rumus Slovin, teknik sampel menggunakan purposive sampling, karena alasannya dengan menggunakan teknik ini peneliti dapat menentukan kriteria-kriteria tertentu yang ditetapkan. Kriteria yang dimaksudkan adalah: (a) Pembeli dengan transaksi di atas Rp 500.000 perbulan (b) Reseller dengan jumlah transaksi minimal 3 kali pembelian. Dalam penelitian ini, teknik analisis data yang digunakan menggunakan teknik uji multiple linear regression. Hasil penelitian diketahui adanya pengaruh positif dan bermakna antara kualitas produk, harga dan promosi terhadap keputusan pembelian produk fashion di Toko Ellyn baik secara parsial maupun simultan. Besarnya kisaran nilai koefisien determinasi (R²) dengan melihat nilai adjusted R square senilai 0,614 atau sebesar 61,40%.

Kata Kunci: Kualitas produk, Harga, Promosi, Keputusan Pembelian, Produk Fashion