Please use this identifier to cite or link to this item: http://repository.uma.ac.id/handle/123456789/16504
Title: Pengaruh Brand, Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian pada Online Shop Sepatu Second @Secondlariss
Other Titles: The Influence of Brand, Price and Service Quality on Purchase Decisions at the Second Online Shop Shoes @Secondlariss
Authors: Suryani, Wan
Marpaung, Larisky Ganda
Keywords: brand
harga
kualitas pelayanan
keputusan pembelian
price
quality of service
buying decision
Issue Date: 21-Sep-2021
Publisher: Universitas Medan Area
Series/Report no.: NPM;178320317
Abstract: Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand, harga dan kualitas pelayanan terhadap keputusan pembelian pada online shop sepatu second @secondlaris. Populasi dalam penelitian ini adalah para follower @secondlariss yang saat ini telah berjumlah lebih dari 8.700 follower. Jenis penelitian yang dipakai adalah penelitian asosiatif. Teknik pengambilan sampel dalam penelitian ini adalah teknik purposive sampling, yaitu teknik sampling berdasarkan kriteria tertentu. Sampel yang diperoleh dalam penelitian ini berjumlah sebanyak 105 responden. Pengujian yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas, uji asumsi klasik normalitas, multikolinieritas, heteroskedastisitas, uji hipotesis analisis regresi linier beganda, uji t, uji f dan uji determinasi. Hasil penelitian menunjukkan bahwa secara parsial brand berpengaruh positif dan signifikan terhadap keputusan pembelian, begitu juga dengan harga yang berpengaruh positif dan signifikan terhadap keputusan pembelian, akan tetapi kualitas pelayanan secara parsial tidak berpengaruh positif dan signifikan terhadap keputusan pembelian. Sedangkan secara simultan variabel brand, harga dan kualitas pelayanan secara simultan berpengaruh positif dan signifikan. This research aims to determine and analyze the effect of brand, price and service quality on purchasing decisions at the second shoe online shop @secondlaris. The population in this research is the followers of @secondlariss, which currently has more than 8,700 followers. The type of research used is associative research. The sampling technique was purposive sampling, which is a sampling technique based on certain criteria. The sample obtained in this research amounted to 105 respondents. The tests used in this research are validity test, reliability test, classical assumption test of normality, multicollinearity, heteroscedasticity, multiple linear regression analysis hypothesis test, t test, f test and determination test. The results showed that partially the brand had a positive and significant effect on purchasing decisions, as well as price which had a positive and significant effect on purchasing decisions, but service quality partially had no positive and significant effect on purchasing decisions. Meanwhile, the variables of brand, price and service quality simultaneously have a positive and significant effect.
Description: 113 Halaman
URI: http://repository.uma.ac.id/handle/123456789/16504
Appears in Collections:SP - Management

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178320317_Larisky Ganda Marpaung_Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography1.54 MBAdobe PDFView/Open
178320317_Larisky Ganda Marpaung_Chapter IV.pdf
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