PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA UMK GILBY KIDS DI KOTA TASIKMALAYA

    Seni Pitriani, - and Dede Kurnia, - and Nizza Nadya Rachmani, - (2025) PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA UMK GILBY KIDS DI KOTA TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan harga terhadap keputusan pembelian pada UMK Gilby Kids di Kota Tasikmalaya. Latar belakang penelitian didasarkan pada penurunan penjualan yang dialami UMK Gilby Kids di Kota Tasikmalaya. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Pengumpulan data dilakukan melalui penyebaran kuesioner. Sampel terdiri dari 266 responden yang merupakan konsumen Gilby Kids. Teknik analisis data yang digunakan yaitu analisis statistik deskriptif, uji asumsi klasik, uji regresi linier berganda, uji t, uji f, dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa promosi dan harga berpengaruh porsitif terhadap keputusan pembelian sebesar 42,5%, sementara sisanya sebesar 57,5% dipengaruhi faktor lain diluar variabel yang diteliti. Adapun faktor-faktor lain yang dapat memengaruhi keputusan pembelian melalui kualitas produk, Lokasi, pendapatan, pelayanan, merek, gaya hidup dan lain-lain. This study aims to determine the effect of promotion and price on purchasing decisions at Gilby Kids MSEs in Tasikmalaya City. The background of the study is based on the decline in sales experienced by Gilby Kids MSEs in Tasikmalaya City. The research method used is a quantitative method with a descriptive and verification approach. Data collection was carried out through distributing questionnaires. The sample consisted of 266 respondents who were Gilby Kids consumers. Data analysis techniques used were descriptive statistical analysis, classical assumption tests, multiple linear regression tests, t-tests, f-tests, and coefficient of determination tests. The results showed that promotions and prices had a portional effect on purchasing decisions by 42.5%, while the remaining 57.5% was influenced by other factors outside the variables studied. Other factors that can influence purchasing decisions include product quality, location, income, service, brand, lifestyle, and others.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=view_org&hl=id&org=4444939329705952700 ID SINTA Dosen Pembimbing: Dede Kurnia: 6717349 Nizza Nadya Rachmani: 6746169
    Uncontrolled Keywords: Harga, Keputusan Pembelian, Promosi Price, Purchasing Decision, Promotion
    Subjects: K Law > K Law (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
    Depositing User: Seni Pitriani
    Date Deposited: 10 Oct 2025 08:24
    Last Modified: 10 Oct 2025 08:24
    URI: http://repository.upi.edu/id/eprint/142935

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