PENGARUH FAKTOR SOSIAL, PROMOSI, DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI TOKO CILUPBAH SHOP PALEMBANG

Y, Yasinta (2023) PENGARUH FAKTOR SOSIAL, PROMOSI, DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI TOKO CILUPBAH SHOP PALEMBANG. S-1 thesis, 021008-Universitas Tridinanti Palembang.

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Abstract

ABSTRAK Yasinta, Pengaruh Faktor Sosial, Promosi, Dan Pelayanan Terhadap Keputusan Pembelian di Toko Cilupbah Shop Palembang (dibawah bimbingan Ibu Dr. M.Ima Andriyani, SE,M.Si dan Ibu Yuni Adinda Putri, SE,M.Si) Tujuan penelitian ini adalah untuk menganalisis pengaruh faktor sosial, promosi dan pelayanan terhadap keputusan pembelian di toko cilupbah shop palembang. Metode penelitian yang digunakan adalah metode penelitian deskriptif kuantitatif dengan teknik pengumpulan data melalui studi kepustakaan dan studi lapangan, dengan teknik pengumpulan data melalui wawancara, kuesioner, dokumentasi. Adapun dalam penentuan sampel peneliti menggunakan teknik sampel dengan rumus slovin, teknik analisis data diproses menggunakan analisis regresi linier berganda yang diolah program SPSS versi 24.Berdasarkan hasil analisis data yang dilakukan maka dapat disimpulkan bahwa. Secara simultan atau bersama-sama (Uji F) Hasil yang diperoleh tersebut terdapat adanya pengaruh yang signifikan dari Faktor Sosial (X1), Promosi (X2) dan Pelayanan (X3) berpengaruh secara signifikan terhadap Keputusan Pembelian (Y). Berdasarkan tabel hasil uji persial (uji t) dapat dijelaskan: a). Variabel Faktor Sosial (X1) berpengaruh signifikan terhadap keputusan pembelian (Y), Variabel Promosi (X2) tidak berpengaruh signifikan terhadap keputusan pembelian (Y), Variabel Pelayanan (X3) berpengaruh signifikan terhadap keputusan pembelian (Y). Kata kunci : Faktor Sosial, Promosi, Pelayanan Dan Keputusan Pembelian ABSTRACT Yasinta, The Influence of Social Factors, Promotions, and Services on Purchasing Decisions at Cilupbah Shop Palembang Stores (under the guidance of Mrs. Dr. M.Ima Andriyani, SE, M.Si and Mrs. Yuni Adinda Putri, SE, M.Si) The purpose of this study was to analyze the influence of social, promotional and service factors on purchasing decisions at cilupbah shop palembang. The research method used is a quantitative descriptive research method with data collection techniques through library research and field studies, with data collection techniques through interviews, questionnaires, documentation. As for determining the sample, the researcher used the sampling technique with the slovin formula, the data analysis technique was processed using multiple linear regression analysis which was processed by the SPSS version 24 program. Based on the results of the data analysis carried out, it can be concluded that. Simultaneously or together (Test F) The results obtained show that there is a significant influence of Social Factors (X1), Promotion (X2) and Services (X3) which have a significant effect on Purchasing Decisions (Y). Based on the table of partial test results (t test) it can be explained: a). Social Factor Variable (X1) has a significant effect on purchasing decisions (Y), Promotion Variable (X2) has no significant effect on purchasing decisions (Y), Service Variable (X3) has a significant effect on purchasing decisions (Y). Keywords: Social Factors, Promotion, Services and Decisions Purchas

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Depositing User:	Ms Y YASINTA
Date Deposited:	14 Apr 2023 04:20
Last Modified:	14 Apr 2023 04:20
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/6591

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