Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Kartu Perdana Telkomsel Pada Mahasiswa Uma Fakultas Ekonomi Dan Bisnis Medan Area. Skripsi, Tahun 2019

Abstract

Penelitian ini bertujuan untuk mengetahui promosi berpengaruh signifikan terhadap terhadap keputusan pembelian kartu perdana telkomsel pada mahasiswa Uma Fakultas Ekonomi Dan Bisnis. Untuk mengetahui pengaruh harga terhadap terhadap keputusan pembelian kartu perdana telkomsel pada mahasiswa UMA Fakultas Ekonomi Dan Bisnis. Untuk mengetahui promosi dan harga berpengaruh positif secara simultan terhadap keputusan pembelian kartu perdana telkomsel pada mahasiswa Uma Fakultas Ekonomi dan Bisnis. Populasi pada penelitian ini adalah seluruh pengguna kartu perdana telkomsel pada mahasiswa UMA fakultas Ekonomi dan Bisnis sebanyak 165 mahasiswa, pengambilan sampel menggunakan rumus slovin, maka diperoleh sampel pada penelitian ini berjumlah 62 mahasiswa. Adapun teknis analisis data yang dipergunakan yaitu uji kualitas data yaitu Uji Validitas dan Reliabilitas, Uji Analisis Regresi Linier Berganda, Uji Asumsi Klasik san Uji Hipotesis Yaitu Uji t (Parsial), Uji F (Simultan) dan Koefisien Determinasi (R2). Berdasarkan hasil penelitian dan pembahasan yang telah disajikan maka penulis menarik kesimpulan bahwa berdasarkan analisa data dan pembahasan dalam penelitian maka diperoleh jawaban dari rumusan masalah yaitu promosi berpengaruh signifikan terhadap keputusan pembelian kartu perdana telkomsel pada Mahasiswa UMA Fakultas Ekonomi dan Bisnis. Harga berpengaruh signifikan terhadap keputusan pembelian kartu perdana telkomsel pada Mahasiswa UMA Fakultas Ekonomi dan Bisnis. Promosi dan harga secaraberpengaruh positif secara simultan terhadap keputusan pembelian kartu perdana telkomsel pada Mahasiswa UMA Fakultas Ekonomi dan Bisnis. This study aims to determine the promotion of a significant effect on the decision to purchase Telkomsel prime card on Uma students of the Faculty of Economics and Business. To determine the effect of prices on the decision to buy Telkomsel starter cards at UMA students of the Faculty of Economics and Business. To find out the promotions and prices simultaneously have a positive effect on the decision to purchase Telkomsel prime card on Uma students of the Faculty of Economics and Business. The population in this study were all Telkomsel starter card users in the UMA students of the Faculty of Economics and Business as many as 165 students, sampling using the Slovin formula, then obtained samples in this study amounted to 62 students. The technical analysis of the data used is the data quality test that is Validity and Reliability Test, Multiple Linear Regression Analysis Test, Classical Assumptions Test and Hypothesis Test Namely t Test (Partial), F Test (Simultaneous) and Determination Coefficient (R2).Based on the results of the research and discussion that has been presented, the writer draws the conclusion that based on data analysis and discussion in the study the answers obtained from the formulation of the problem namely promotion has a significant effect on the decision to buy Telkomsel prime card on the UMA Faculty of Economics and Business Students. Price has a significant effect on the decision to buy Telkomsel starter cards at the UMA Students of the Faculty of Economics and Business. Promotion and price simultaneously have a positive effect simultaneously on Telkomsel's prime card purchasing decision on the UMA Students of the Faculty of Economics and Business.