PENGARUH PRODUCT DIVERSITY, PERCEIVED PRICE DAN STORE ATMOSPHERE TEHADAP KEPUTUSAN PEMBELIAN DALAM PERSPEKTIF BISNIS ISLAM (Studi pada konsumen Dikromoshop, Sukarame Bandar Lampung)

TJA, ALTA RESA (2024) PENGARUH PRODUCT DIVERSITY, PERCEIVED PRICE DAN STORE ATMOSPHERE TEHADAP KEPUTUSAN PEMBELIAN DALAM PERSPEKTIF BISNIS ISLAM (Studi pada konsumen Dikromoshop, Sukarame Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Tingkat persaingan dunia usaha di Indonesia saat ini sangat ketat yg ditandai dengan semakin meluasnya berbagai produk dan jasa. Dikromoshop Lampung mengalami fluktuasi penjualan atau dengan kata lainnya adanya perbedaan penjualan dari bulan ke bulan, sehingga disimpulkan bahwa keputusan pembelian konsumen Dikromoshop mengalami penurunan yang bisa disebabkan oleh berbagai macam faktor seperti adanya pesaing. Adanya penurunan pada tingkat penjualan tersebut menjadi dasar permasalahan yang diangkat dalam penelitian ini. Penelitian ini mengunakan metode/ kuantitatif. Metode pengumpulan data yang dilakukan dengan menyebarkan kuesioner kepada konsumen dikromoshop melalui google form secara offline. Sampel pada penelitian ini sebanyak 100 konsumen Dikromoshop yang ada di Sukarame Bandar Lampung. Teknik pengambilan sampel menggunakan teknik Random sampling, Proses analisis dengan menggunakan SPSS 20. Hasil penelitian menunjukkan bahwa Product diversity berpengaruh signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan perolehan nilai t statistik 6,039 > t tabel 1,984 dan signifikansi sebesar 0,000 < 0,05, untuk variabel perceived price juga berpengaruh signifikan terhadap keputusan pembelian. Dibuktikan dengan t statistik 5,225 > t tabel 1,984 dan signifikansi sebesar 0,000 < 0,05, selanjutnya variabel store atmosphere juga berpengaruh signifikan terhadap keputusan pembelian. Dibuktikan dengan t statistik 5,203 > t tabel 1,984 dan signifikansi sebesar 0,000 < 0,05, Product Diversity, Perceived Price dan Store Atmosphere secara simultan berpengaruh sifnifikan terhadap Keputusan Pembelian. Hal ini dibuktikan dengan nilai f statistik 249,216 > f tabel 2,47 dan signifikan 0,000 < 0,05. Berdasarkan hasil uji koefisien determinasi (R2) diperoleh hasil sebesar 0,886. Hal ini berarti bahwa product diversity, perceived price dan store atmosphere berpengaruh sebesar 88.6%, sedangkan sebesar 11,4% dipengaruhi oleh variabel-variabel lain diluar dari penelitian ini. Kata kunci : Product Diversity, Perceived Price dan Store Atmosphere, Keputusan Pembelian iii ABSTRACT The level of competition in the business world in Indonesia is currently very tight, which is characterized by the increasingly widespread range of products and services. Dikromoshop Lampung experiences sales fluctuations or in other words there are differences in sales from month to month. The decline occurred because there were many businesses or businesses of more varied types, this caused increasingly tighter competition and required every business actor to become a better service provider in order to control market share and optimize company profits. This research uses quantitative methods. The data collection method was carried out by distributing questionnaires to Dikromoshop consumers via google form offline. The sample in this study were 100 Dikromoshop consumers in Sukarame Bandar Lampung. The sampling technique used Random sampling technique, the data analysis process using SPSS 20. The results showed that product diversity has a significant effect on purchasing decisions. This is evidenced by the acquisition of a statistical t value of 6.039> t table 1.984 and a significance of 0.000 <0.05, for the perceived price variable also has a significant effect on purchasing decisions. Proven by t statistics 5.225> t table 1.984 and a significance of 0.000 <0.05, then the store atmosphere variable also has a significant effect on purchasing decisions. Proven by t statistics 5,203> t table 1,984 and a significance of 0.000 <0.05, Product Diversity, Perceived Price and Store Atmosphere simultaneously have a significant effect on Purchasing Decisions. This is evidenced by the statistical f value of 249.216> f table 2.47 and a significant 0.000 <0.05. Based on the test results of the coefficient of determination (R2), the result is 0.886. This means that product diversity, perceived price and store atmosphere have an effect of 88.6%, while 11.4% is influenced by other variables outside of this study. Keywords: Product Diversity, Perceived Price and Store Atmosphere, Purchasing Decisions

Item Type: Thesis (Diploma)
Subjects: Manajemen Bisnis Syariah
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah
Depositing User: LAYANAN PERPUSTAKAAN UINRIL REFERENSI
Date Deposited: 07 Oct 2024 04:47
Last Modified: 07 Oct 2024 04:47
URI: https://repository.radenintan.ac.id/id/eprint/35686

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