The effect of price and promotion on purchase decision at Wowrung Medan

Wibowo, Esmeralda (2021) The effect of price and promotion on purchase decision at Wowrung Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Wowrung Medan, which is located at Jalan Adam Malik Medan, is one of the places to eat that is quite liked by the people of Medan, allowing Wowrung Medan to improve purchasing decisions. However, when making observations, the authors get information that purchasing decisions at Wowrung Medan are not always good where there is a decrease in the number of consumers. This is because the price is still expensive for food sales and the lack of good promotions conducted by Wowrung Medan. This research was conducted using questionnaire distributed technique. The population at Wowrung Medan as many as 14.080 and to get the sample, the writer used Slovin formula in order to get 100 people using accidental technique sampling. The results of this study indicate that this study has met the validity test, reliability test, normality test, multicollinearity test and heteroscedasticity test. From the partial hypothesis, it shows that price and promotion have a significant effect on purchasing decisions, either partially or simultaneously. From the results of the above research, it can be suggested to determine the right price and good promotion through advertisements in newspapers or other media, because it can have a direct influence in running the culinary business well and is able to generate profits for the progress of the culinary business./ Wowrung Medan yang beralamat di Jalan Adam Malik Medan merupakan salah satu tempat makan yang cukup banyak disukai masyarakat kota Medan sehingga memungkinkan Wowrung Medan meningkatkan keputusan pembelian. Akan tetapi pada saat melakukan observasi, penulis mendapatkan informasi bahwa keputusan pembelian di Wowrung Medan tidak selalu bagus dimana adanya penurunan jumlah konsumen. Hal ini dikarenakan harga yang masih terasa mahal untuk penjualan makanan dan kurang baiknya promosi yang dilakukan Wowrung Medan. Penelitian ini dilakukan dengan menggunakan teknik penyebaran kuesioner. Populasi yang dilakukan di Wowrung Medan sebanyak 14.080 orang dan untuk mendapatkan sampel digunakan rumus Slovin sehingga diperoleh 100 orang dengan teknik accidental sampling. Hasil penelitian ini menunjukkan bahwa penelitian ini telah melewati uji validitas, uji reliabilitas, uji normalitas, uji multikolineritas dan uji heteroskedastisitas. Dari hipotesis secara parsial menunjukkan harga dan promosi berpengaruh signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Dari hasil penelitian diatas dapat disarankan untuk menentukan harga yang tepat dan promosi yang baik melalui iklan di surat kabar atau media lainnya, karena dapat memberikan pengaruh langsung dalam menjalankan bisnis kuliner dengan baik dan mampu menghasilkan keuntungan untuk kemajuan usaha kuliner.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wibowo, EsmeraldaNIM03013170098esmeraldawibowo51@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorDalimunthe, Femmy IndrianyNIDN3817047501femmydalimunthe@gmail.com
Uncontrolled Keywords: price, promotion, purchase decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 16701 not found.
Date Deposited: 18 Aug 2021 03:13
Last Modified: 18 Jan 2022 06:49
URI: http://repository.uph.edu/id/eprint/41957

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