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Faktor-Faktor yang Mempengaruhi Minat Beli Konsumen pada Toko Pasadena Celular Bandar Lampung

Author

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  • Fajri, Ratu Chaterine
  • Fatmasari, Mardiana
  • Rinova, Dora

Abstract

Pada saat ini kompetisi pada usaha ritel tidak hanya pada harga, namun menyangkut variabel lain yang berkaitan dengan nilai atas pengalaman berbelanja pelanggan. Untuk mengetahui seberapa besar pengaruh faktor-faktor yang mempengaruhi minat beli tersebut maka dibuatlah skripsi ini. Data didalam penelitian ini dikumpulkan dengan cara menyebar kuesioner secara langsung kepada 100 responden Toko Pasadena Celluler yang ada di Toko Pasadena Celluler Simpur Center. Dan selanjutnya dianalisis menggunakan teknik analisis deskriptif dan kuantitatif yaitu Uji Regresi Linier Berganda dan data diolah menggunakan IBM SPSS for window. Pengujian hipotesis menggunakan uji t menunjukkan bahwa variabel independen yang diteliti diperoleh thitung untuk kualitas produk sebesar 0,335 < ttabel 1,66, harga sebesar 3,005 > ttabel 1,66, promosi 0,728 < ttabel 1,66 hasil analisis tidak semua berpengaruh signifikan terhadap variabel minat beli. Angka R square sebesar 0,569 yang menjukkan bahwa 56,9% variabel minat beli bertambah dari kualitas produk, harga, promosi dan sisanya 43,1% dijelaskan oleh variabel lain yang tidak termasuk dalam penelitian ini.

Suggested Citation

  • Fajri, Ratu Chaterine & Fatmasari, Mardiana & Rinova, Dora, 2021. "Faktor-Faktor yang Mempengaruhi Minat Beli Konsumen pada Toko Pasadena Celular Bandar Lampung," OSF Preprints vscd7, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:vscd7
    DOI: 10.31219/osf.io/vscd7
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