PENGARUH KELENGKAPAN PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO AMANDA

ADERIA, AMANDA (2026) PENGARUH KELENGKAPAN PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO AMANDA. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK Amanda Aderia. 2026. Pengaruh Kelengkapan Produk, Harga, dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Toko Amanda. Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tridinanti. Dibimbing oleh Dr. Djatmiko Noviantoro, S.E., M.Si. dan Dr. Frecilia Nanda Melvani, S.E., M.M. Penelitian ini bertujuan untuk mengetahui pengaruh kelengkapan produk, harga, dan kualitas pelayanan baik secara simultan maupun parsial terhadap keputusan pembelian pada Toko Amanda. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan asosiatif. Populasi dalam penelitian ini adalah seluruh konsumen Toko Amanda, dengan sampel sebanyak 88 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner, sedangkan analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji F, uji t, koefisien korelasi, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara simultan kelengkapan produk, harga, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai Fhitung sebesar 136,663 dan nilai signifikansi 0,000. Secara parsial, kelengkapan produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung sebesar 3,312 dan signifikansi 0,001. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung sebesar 2,602 dan signifikansi 0,011. Kualitas pelayanan juga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung sebesar 4,482 dan signifikansi 0,000. Nilai koefisien determinasi (Adjusted R Square) sebesar 0,824 menunjukkan bahwa 82,4% variasi keputusan pembelian dapat dijelaskan oleh variabel kelengkapan produk, harga, dan kualitas pelayanan, sedangkan sisanya sebesar 17,6% dipengaruhi oleh variabel lain di luar penelitian. Variabel yang paling dominan memengaruhi keputusan pembelian adalah kualitas pelayanan karena memiliki nilai thitung terbesar dibandingkan variabel independen lainnya. Kata Kunci: Kelengkapan Produk, Harga, Kualitas Pelayanan, Keputusan Pembelian. ABSTRACT Amanda Aderia. 2026. The Influence of Product Completeness, Price, and Service Quality on Purchasing Decisions at Amanda Store. Management Study Program, Faculty of Economics and Business, Tridinanti University. Supervised by Dr. Djatmiko Noviantoro, S.E., M.Si. and Dr. Frecilia Nanda Melvani, S.E., M.M. This study aims to examine the influence of product completeness, price, and service quality, both simultaneously and partially, on purchasing decisions at Amanda Store. This research employed a quantitative method with an associative approach. The population of this study consisted of all customers of Amanda Store, with a sample of 88 respondents. Data were collected through questionnaires, while the data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, the F-test, the t-test, correlation coefficient analysis, and coefficient of determination analysis. The results indicate that product completeness, price, and service quality simultaneously have a positive and significant effect on purchasing decisions, with an F-value of 136.663 and a significance value of 0.000. Partially, product completeness has a positive and significant effect on purchasing decisions, with a t-value of 3.312 and a significance value of 0.001. Price also has a positive and significant effect on purchasing decisions, with a t-value of 2.602 and a significance value of 0.011. Likewise, service quality has a positive and significant effect on purchasing decisions, with a t-value of 4.482 and a significance value of 0.000. The coefficient of determination (Adjusted R Square) is 0.824, indicating that 82.4% of the variation in purchasing decisions can be explained by product completeness, price, and service quality, while the remaining 17.6% is influenced by other variables outside the scope of this study. The most dominant variable influencing purchasing decisions is service quality, as it has the highest t-value among the independent variables. Keywords: Product Completeness, Price, Service Quality, Purchasing Decisions. .

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Ny AMANDA ADERIA
Date Deposited: 11 Aug 2026 01:57
Last Modified: 11 Aug 2026 06:17
URI: http://repository.univ-tridinanti.ac.id/id/eprint/11351

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