PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN KAIN SARUNG GAJAH DUDUK PADA KOTA JAMBI

Medi Aryansa, Medi Aryansa (2022) PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN KAIN SARUNG GAJAH DUDUK PADA KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT (MEDI ARYANSA / 1800861201010 / THE INFLUENCE OF PRICES ON THE DECISION TO PURCHASE THE ELEPHANT GLOVES IN THE CITY OF JAMBI / SUPERVISOR I : SAKINAH AS, S.E., M.M. / SUPERVISOR II : AKHMAD IRWANSYAH S, S.E., M.M.) The purpose of this study was to obtain an overview of the price, and purchasing decisions of the Elephant Sitting Sarong in Jambi City; to determine the effect of price on purchasing decisions simultaneously ; and to determine the effect of price on purchasing decisions partially. To answer this research, the authors use theoretical studies related to the research variables, namely and purchasing decisions. In addition, the author is also looking for relevant previous researchers in the form of previous articles/journals and theses to support this research. This study uses a qualitative descriptive method. The population in this study are consumers who use sarongs of elephants sitting in the city of Jambi with a total of 96,774 consumers. The size or number of samples in this study was determined based on the theory developed by Albert with a margin of error of 5% so that a sample of 97 people was obtained. The analysis technique uses the regression equation, continued by testing r Square and testing the hypothesis through a partial t test. From the data processing, the regression equation Y = 3.309 + 0.848.X + e. Meanwhile, from hypothesis testing, it was obtained that the price had a significant effect on consumer purchasing decisions either simultaneously or partially. Based on the results of the analysis of the data discussed in this study, it can be concluded that the Elephant Sitting Sarong Fabric has good product quality, and the price is in accordance with the quality provided. For this reason, it is hoped that in the future, in order to improve consumer purchasing decisions, companies must be able to adjust product prices in the market so that consumers do not switch to other products. Because considering the sarong business that continues to grow in the future Keywords : price, purchasing decisions

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