ANALISIS PENGARUH BRAND, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINYAK BIMOLI DI PAJAK HORAS KECAMATAN PEMATANG SIANTAR
Saprida ., Sonia Theresia Manurung
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh brand, persepsi harga, dan kualitas produk terhadap keputusan pembelian konsumen minyak goreng bimoli. Penelitian ini dilakukan pada bulan April-Juni 2021. Metode analisis data yang digunakan adalah metode Analisis Linear Berganda. Pengolahan data dibantu dengan Microsoft Excel 2007 dan SPSS Versi 16. Penentuan sampel menggunakan metode accidental sampling yaitu sampel secara kebetulan. Data penelitian ini menggunakan data primer. Hasil regresi linear berganda penelitian ini disimpulkan bahwa variabel brand sebesar 0,181, variabel persepi harga sebesar 0,144, dan variabel kualitas produk sebesar 0,136 berpengaruh signifikan terhadap keputusan pembeliaan konsumen minyak goreng bimoli di Pajak Horas, Kecamatan Pematang Siantar.
Kata Kunci
Brand, Persepsi Harga, Kualitas Produk, Keputusan Pembelian, Regresi Linear Berganda.
Referensi
Anwar, Sanusi. 2011. Metode Penelitian Bisnis. Jakarta: Salemba Empat.
Badan Pusat Statistik Kota Pematang Siantar. 2016. Kota Pematang Siantar dalam Angka Tahun 2016. Pematang Siantar: BPS Kota Pematang Siantar.
Badan Pusat Statistik. Statistik Pematang Siantar. 2017. Tersedia; https://siantarkota.bps.go.id/statictable/2017/06/22/200/jumlah-penduduk-kota-pematangsiantar-menurut-kelompok-umur-jenis-kelamin-dan-rasio-jenis-kelamin-2017.
Dewi, Rososalin Chintia. 2017. Pengaruh Kemasan, Harga dan Kualitas terhadap Minat Beli. Skripsi. Universitas Santa Dharma. Yokyakarta. Hal.16.
Kotler, Philip & Keller. 2009. Manajemen Pemasaran. Jakarta: Erlangga.
Surharyadi & Purwanto S.K. 2003. Statistika; Ekonomi & Keuangan Modern. Jakarta: Salemba Empat.
PPKS, 2003. Budidaya Kelapa Sawit. Medan: Pusat Penelitian Kelapa Sawit Top Brand Award. 2021. Top Brand Award. Top Brand Concept. www.topbrand- award.com.
Tjiptono, Fandy. 2012. Strategi Pemasaran. Yogyakarta : Penerbit Andi.
DOI:
http://dx.doi.org/10.52434/mja.v4i1.1250
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