Published: 2024-12-02

Pengaruh Promosi Dan Persepsi Harga Terhadap Minat Beli Konsumen (Studi Kasus Pada Gerai Haus! Cab. Cikarang Utara)

DOI: 10.35870/jemsi.v10i6.3288

Ardis Darmawan Prasetyo
  • Ardis Darmawan Prasetyo: Sekolah Tinggi Ilmu Ekonomi Dharma Agung Indonesia
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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh promosi, Persepsi Harga Pada Minat Beli Konsumen di Gerai Haus! Cab. Cikarang Utara. Dalam penelitian ini menggunakan pendekatan kuantitatif serta data yang di kumpulkan melalui data primer (Observasi dan Kuesioner) dan data sekunder. Dalam Penelitian ini menggunakan metode purposive sampling. Populasi Sampel Pada penelitian ini berjumlah 98 orang / konsumen yang pernah membeli produk Haus! di Cab. Cikarang Utara. Dalam Penelitian ini teknik analisis data yang digunakan pada penelitian ini yaitu regresi linier berganda, Uji Asumsi Klasik yang terdiri dari Uji Normalitas, Uji Multikolinieritas, dan Uji Hipotesis yang terdiri dari Uji Parsial T dengan nilai T hitung sebesar 2,428 (Promosi X1) dan nilai T hitung sebesar 4,846 (Persepsi Harga X2), Uji Simultan F dengan nilai F hitung sebesar 24,613 dan koefisien determinasi dengan nilai 0,341 atau 34,1 % . Metode penelitian ini menggunakan Metode analisis deskriptif dan kuantitatif. Hasil pada penelitian ini menunjukan bahwa Promosi berpengaruh terhadap Minat Beli Konsumen baik secara parsial maupun simultan, Persepsi Harga beperngaruh terhadap Minat Beli Konsumen baik secara parsial maupun simultan, dan Promosi dan Persepsi Harga berpengaruh terhadap Minat Beli Konsumen baik secara parsial maupun simultan. maka dapat dikatakan Promosi dan persepsi Harga Berpengaruh positif dan signifikan terhadap Minat Beli Konsumen di Gerai Haus! Cab. Cikarang Utara.

Keywords

Promosi, Persepsi Harga, Minat Beli

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How to Cite

Prasetyo, A. D. (2024). Pengaruh Promosi Dan Persepsi Harga Terhadap Minat Beli Konsumen (Studi Kasus Pada Gerai Haus! Cab. Cikarang Utara). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(6), 3160-3169. https://doi.org/10.35870/jemsi.v10i6.3288
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 6 (2024)

  • Section: Articles

  • Published: 2024-12-02

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