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Pengaruh Persepsi Harga Dan Promosi Terhadap Minat Beli Dan Keputusan Pembelian Produk Minuman Teh Gelas Dikota Pekanbaru

FIKE AFRIANI
This study aims to determine how the effect of price perceptions and
promotions on buying interest and purchasing decisions for tea drinks in
Pekanbaru. The population in this study was the entire Pekanbaru community
who had drank an unknown amount of Teh Gelas beverage products. The
sampling technique used is non-probability sampling using the purposive
sampling method, where the researcher determines the sampling by setting
special characteristics that are in accordance with the research objectives so that
it is expected to be able to answer research problems. The number of samples in
this study were 117 respondents. The data analysis used is path analysis which is
processed with the SPSS version 21 program.
The results showed that 1) Price Perception had a positive and significant
effect on Purchase Intention, 2) Promotion had a positive and significant effect on
Purchase Intention, 3) Price Perception had a positive and significant effect on
Purchase Decisions, 4) Promotion had a positive and significant effect on
Purchase Decisions, 5) Buying Interest has a positive and significant effect on
Purchase Decisions, 6) Price Perception has a positive and significant effect on
Purchase Decisions through Buying Interest, 7) Promotion has a positive and
significant effect on Purchase Decisions through Buying Interest.
Keywords: Price Perception, Promotion, Purchase Intention, Purchase
Decision.

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 121 (0131)
02 02. 121 (0131)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 121 (0131)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
xii, 29 hlm.; ill.: 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 121 (0131)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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