Pengaruh Promosi Online Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Fashion (Studi Kasus Pada Nasha Outfit Di Kediri)
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Institusion
Universitas Kadiri
Author
Rahmawati, Anik
Subject
HB Economic Theory
Datestamp
2021-11-13 03:51:35
Abstract :
This study aims to determine how the influence of Online Promotion and Price Perception of Fashion Product Purchase Decisions on Nasha Outfit in Kediri, this type of research is quantitative research. The samples taken were 94 respondents. The sampling method used in this study is a purposive sampling method, namely sampling by determining specific criteria for consumers who shop at Nasha Outfit with the age of 16 years and over. Data collection techniques using observation, documentation, and questionnaires with a Likert scale. The data analysis technique uses multiple linear regression analysis and the data is processed with SPSS version 22 software. Based on the results of the analysis, it is shown that (1) the Online Promotion variable has a positive and significant effect on purchasing decisions with a value of t_count sebesar 2,329 > t_table (1,990). (2) Price Perception variable has a positive and significant effect on purchasing decisions with a value of t_(count ) sebesar 7,725 > t_table (1,990). (3) Online Promotion Variables and Price Perception have a simultaneous effect on purchasing decisions with a value of F_(count ) sebesar 31,111 > F_(table ) (3,940) with a significant value of 0.000 < 0.05. Further test results based on the Coefficient of Determination obtained the results of the influence of online promotions and price perceptions on purchasing decisions with R2 results of 0.406 or 40.6%. Keywords : Online Promotion, Price Perception, Purchase Decision
This study aims to determine how the influence of Online Promotion and Price Perception of Fashion Product Purchase Decisions on Nasha Outfit in Kediri, this type of research is quantitative research. The samples taken were 94 respondents. The sampling method used in this study is a purposive sampling method, namely sampling by determining specific criteria for consumers who shop at Nasha Outfit with the age of 16 years and over. Data collection techniques using observation, documentation, and questionnaires with a Likert scale. The data analysis technique uses multiple linear regression analysis and the data is processed with SPSS version 22 software. Based on the results of the analysis, it is shown that (1) the Online Promotion variable has a positive and significant effect on purchasing decisions with a value of t_count sebesar 2,329 > t_table (1,990). (2) Price Perception variable has a positive and significant effect on purchasing decisions with a value of t_(count ) sebesar 7,725 > t_table (1,990). (3) Online Promotion Variables and Price Perception have a simultaneous effect on purchasing decisions with a value of F_(count ) sebesar 31,111 > F_(table ) (3,940) with a significant value of 0.000 < 0.05. Further test results based on the Coefficient of Determination obtained the results of the influence of online promotions and price perceptions on purchasing decisions with R2 results of 0.406 or 40.6%. Keywords : Online Promotion, Price Perception, Purchase Decision
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