Fauziah, - (2021) ANALISIS PENGARUH PRICE, PRODUCT, DAN PHYSICAL EVIDENCE TERHADAP KEPUTUSAN PEMBELIAN PADA JAJANAN TRADISIONAL DOROKDOK, ENDOG LEWO, RENGGINANG DI PUSAT OLEH-OLEH SUMBER REJEKI 3. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Produk makanan tradisional yang banyak diproduksi di kota Garut yakni dorokdok, rengginang dan endog lewo. Penjualan dorokdok, endog lewo, dan rengginang di toko oleh oleh Sumber Rejeki 3 mengalami fluktuasi dan berakhir dengan penurunan volume penjualan. Sehingga penurunan ini tentunya harus menjadi perhatian besar bagi pihak perusahaan agar dapat meningkatkan kembali penjualannya.Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh price, product, physical evidence terahadap pembelian makanan kering jajan tradisional di Toko Oleh-oleh Sumber Rejeki 3 yang terletak di Kabupaten Garut. Dengan menggunakan metode kuantitatif. Teknik yang digunakan adalah data primer. Metode pengolahan data pada penelitian ini menggunakan Uji Normalitas, Uji Regresi Linier Berganda, Uji Korelasi Pearson Product Moment, Uji Koefisien Determinas, Uji-T dan Uji-F. Sedangkan alat bantu yang digunakan untuk mengolah data adalah software SPSS versi 25. Hasil penelitian ini diperoleh dari nilai korelasi price terhadap keputusan pembelian sangat lemah sebesar 0.134, korelasi product terhadap keputusan pembelian sangat lemah sebesar 0.141, dan korelasi physical evidence terhadap keputusan pembelian sedang sebesar 0.439 karena tempatnya yang luas sehingga konsumen merasa nyaman saat berbelanja. Nilai anova menyatakan Ho ditolak dan Ha diterima artinya price, product, physical evidence berpengaruh signifikan terhadap keputusan pembelian. Nilai koefisien determinasi adalah sebesar 0.224 atau 22.4% keputusan pembelian pada taraf signifikan α < 0.05. Sedangkan sisanya 77.6% dipengaruhi oleh variabel lain diluar penelitian ini. Kata kunci : price, product, physical evidence, keputusan pembelian Traditional food products that are produced in Garut City, namely dorokdok, rengginang and endog lewo. The sale of dorokdok, rengginang, and endog lewo at the store by the Source of Project 3 suffered fluctuation and ended with a decrease in sales volume. So this decline must certainly be a major concern for the company to be able to increase its sales again. This research is aimed at finding out how much price, product, physical evidence is affected by the traditional dry food purchases in the store by the 3 rejeki sources located in Garut. Using quantitative methods. The technique used is primary data. The data processing method in this study uses the Normality Test, Multiple Linear Regression Test, Pearson Product Moment Correlation Test, Determinasi Coefficient Test, T-Test and F-Test. While the tool used to process data is the SPSS version 25 software. The results of this study were obtained from the correlation value of price to purchase decisions is very weak of 0.134. Product correlation to purchasing decisions is very weak at 0.141 and the physical evidence correlation to purchasing decisions is at 0.439. The anova value says Ho was rejected and Ha received means price, product, physical evidence has a significant impact on the purchase decision. The coefficient of determination is 0.224 or 22.4% of the purchase decision at a significant α < 0.05 level. While the rest 77.6% were affected by other variables outside this study. Keywords: price, product, physical evidence, purchase decision
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | price, product, physical evidence, keputusan pembelian |
| Subjects: | G Geography. Anthropology. Recreation > GT Manners and customs L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Fauziah |
| Date Deposited: | 20 Apr 2022 07:23 |
| Last Modified: | 20 Apr 2022 07:23 |
| URI: | http://repository.upi.edu/id/eprint/71990 |
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