ANALISIS PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA TOKO RAHIM KELONTONG DI DESA AIR ANYIR, KABUPATEN BANGKA

Abstrak

      This thesis was written and compiled by Cyrara Ratna Aringga (640150014), with the Indonesian title "Analisis  Pengaruh Produk dan Harga Terhadap Keputusan Pembelian Pada Usaha Toko Rahim Kelontong di Desa Air Anyir, Kabupaten Bangka". The purpose of this study was to determine the effect of the product on purchasing decisions on the Toko Rahim Kelontong business in the village of Anyir, Kab. Bangka. This study also aims to determine the effect of prices on purchasing decisions at Toko Rahim Kelontong and find out whether products and prices have an influence on purchasing decisions in the Toko Rahim Kelontong business. This study lasted for 3 months, namely in April 2019 until June 2019.

    The theories used in this study are Management theory, marketing management theory, and purchasing decision theory. The method used in this research is descriptive with a quantitative approach with the aim to find the relationship between independent variables and dependent variables using a statistical formula that examines the relationship of products and prices to purchasing decisions on the business of Rahim Kelontong Shop in Air Anyir village, Kab. Bangka. While the statistical formula used to test the hypothesis is Multiple Linear Regression Analysis. The sample in this study amounted to 72 people from a population of 255 people.

     The results of the study prove that: (1) there is a significant influence between the products on purchasing decisions. This is proved by the value of t-count> t-table (4.709> 1.99444). (2) The results of the study also prove that there is a significant influence between organizational culture on employee performance. This is proven by the value of t-count> t-table (3.718> 1.99444) and (3) The results of the study indicate that there is a significant influence between leadership style and organizational culture on employee performance. This is proved by the value of F-count> F-table (72,350> 2,71).