ANALISIS PENGARUH POTONGAN HARGA DAN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA INDOMARET LAHAT

Titi Hasanah

Abstract


Purpose – This study aims to determine: (1) the effect of price discounts on purchasing decisions for Indomaret Lahat consumers (2) the effect of packaging on purchasing decisions for Indomaret Lahat customers. (3) the effect of Price Discounts and Packaging on Purchase Decisions for Indomaret Lahat customers.

 

Design/methodology – This research includes associative or relationship research using a quantitative approach. The population in this study were all consumers who made purchases at Indomaret Lahat. The sampling technique used purposive sampling method with a total sample of 80 people. The data collection technique uses a questionnaire that has been tested for validity and reliability, and the data analysis technique used is multiple regression. 

 

Findings – The results showed that (1) there was a positive effect of price discounts on packaging for Indomaret Lahat consumers, (2) there was a positive influence on packaging on purchasing decisions for Indomaret Lahat consumers.

Keywords


Potongan Harga, Kemasan, Keputusan Pembelian

Full Text:

PDF

References


Alif, Hafidh F.M, 2016. Pengaruh Store Atmosphere dan Lokasi Terhadap Keputusan Pembelian Konsumen. Disertasi Tidak Diterbitkan. Solo: IAIN Surakarta.

Amir, M. taufiq. 2005. Manajemen Ritel: Panduan Lengkap Pengelolaan Toko Modern.Jakarta:PPM.

Anggraeni, Faridha dan Prijati. 2016. Pengaruh Promosi, Diskon, dan Impluse Buying Terhadap Keputusan Pembelian di Hypermarket PTC Surabaya. Jurnal ilmu dan riset manajemen, Vol.5, No.7, pp. 1-15.

Anin, Anastasia F., Rasimin, BS.,dan Nuryati Atamim. 2008. Hubungan Self-Monitoring dengan Impluse Buying Terhadap Produk Fashion Remaja. Jurnal Psikologi, Vol 35. No. 2, pp. 181-193.

Assauri, Sofyan. 2010. Manajemen Pemasaran: Dasar, Konsep dan Strategi, Jakarta: Rajagrafindo

Awaliyah, Ratih Fadlilah. 2010. Analisis Pengaruh Persepsi Konsumen dan Bonus Dalam Kemasan Terhadap Keputusan Pembelian. Disertasi tidak diterbitkan. Jakarta: Universitas Islam Negeri Syarif Hidayatulloh.

Boyd, Harper W. 2002. Manajemen Pemasaran edisi 2. Jakarta: Erlangga.

Bungin, Burhan. 2011. Metode Penelitian Kuantitatif: Komunikasi, Ekonomi, dan KebijakanPublik Serta Ilmu-Ilmu Sosial lainnya. Jakarta: Kencana..

Ghozali. 2011. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: BP Universitas Diponegoro.

Gumilang, Wayan Aris dan I Ketut Nurcahya. 2016. Pengaruh Price Discount dan Store Atmosphere Terhadap Emotional Shopping dan Impluse Buying. Jurnal Manajemen, Vol. 3, No.3, pp.1873-1886.

Kotler, Philip dan Gary Armstrong. 2001. Prinsip-Prinsip Pemasaran Jilid 1 Edisi 8. Jakarta: Erlangga.

Kotler, Philip dan Kevin Lane Keller. 2007. Manajemen Pemasaran Jilid 1 Edisi 12. Jakarta: Indeks.

Loudon, David L. dan Albert J. D. Bitta. 1993. Consumer Behaviour. Fouth Edition. New York: McGraw Hill.

Ma’ruf, H. 2006. Pemasaran Ritel. Jakarta: PT Gramedia Pustaka Utama.

Prihastama. Brian Vicky. 2016. Pengaruh Price Discount dan Bonus Pack Terhadap Impluse Buying Pada Pelanggan Minimarket. Disertasi tidak diterbitkan. Yogyakarta: Program sarjana Universitas Negeri Yogyakarta.

Schiffman, L.G dan Kanuk, Lesley L. 2007.Consumer Behaviour. New Jersey: Perason Prestice Hall.

Sekaran, Uma. 2006. Metode Penelitian Bisnis. Jakarta: Salemba Empat.

__________. 2011. Research Methods For Bussiness Jilid 2 Edisi 4. Jakarta: Salemba.

Sugiyono. 2008. Metode Penelitian Bisnis Pendekatan Kuantitatif. Bandung: Alfabeta.

__________. 2009. Metode Penelitian kuantitatif dan Kualitatif dan R&D cetakan 14. Bandung: CV. Alfhabeta.

Sunyoto, Danang. 2015. Manajemen Bisnis Ritel. Yogyakarta: CAPS.

Swastha Dh.,Basu. 2012. Manajemen Penjualan. Yogyakarta: BPFE.

Utami, C.W. 2010.Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia. Jakarta: Salemba.




DOI: https://doi.org/10.32502/mti.v6i1.3487

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 MOTIVASI: Jurnal Manajemen dan Bisnis

 

Creative Commons License

Motivasi: Jurnal Manajemen dan Bisnis is Published by Management Department, Economic and Business Faculty, Muhammadiyah University of Palembang. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Indexed/Abstracted