Pengaruh Harga dan Promosi terhadap Keputusan Pembelian pada Jordan Resto Rangkasbitung, Kabupaten Lebak

Abstract

The purpose of this study is to determine the influence of price and promotion on purchase decisions at Jordan Resto Rangkasbitung, Lebak Regency both partially and simultaneously. The method used is the associative method. In sampling, the sovlin formula was used and 100 respondents were obtained. Data analysis used validity tests, reliability tests, classical assumption tests, regression analysis, determination coefficient analysis and hypothesis tests. The result of this study is that price and promotion have a significant effect on purchase decisions with the regression equation of the regression equation Y = 10.275 + 0.32X1 + 0.634X2. The value of the Coefficient of Determination was 0.521 or 52.1% while the remaining 47.9% was influenced by other factors. The hypothesis test obtained an F value calculated > F table or (52.761 > 3.09). Thus H0 is rejected and H3 is accepted. This means that there is a significant simultaneous influence between price and promotion on the purchase decision at Jordan Resto Rangkasbitung Lebak Regency. Abstrak Tujuan penelitian ini adalah untuk mengetahui pengaruh harga dan promosi terhadap keputusan pembelian pada Jordan Resto Rangkabitung Kabupaten Lebak baik secara parsial maupun secara simultan. Metode yang digunakan adalah metode asosiatif. Dalam pengambilan sample digunakan rumus sovlin dan diperolah responden 100. Analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi, analisis koefisien determinasi dan uji hipotesis. Hasil penelitian ini adalah harga dan promosi berpengaruh signifikan terhadap keputusan pembelian dengan persamaan regresi persamaan regresi Y = 10,275 + 0,32X1 + 0,634X2. Nilai Koefisien determinasi sebesar 0,521 atau 52,1% sedangkan sisanya sebesar 47,9% dipengaruhi factor lain. Uji hipotesis diperoleh nilai F hitung > F tabel atau (52,761 > 3,09). Dengan demikian H0 ditolak dan H3 diterima. Artinya terdapat pengaruh signifikan secara simultan antara harga dan promosi terhadap Keputusan pembelian pada Jordan Resto Rangkasbitung Kabupaten Lebak. Kata Kunci: harga; promosi; keputusan pembelian

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