PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PRODUK KOSMETIK MEREK JAFRA DI SURABAYA

KURNIAWATI, SINTYA DEWI (2020) PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PRODUK KOSMETIK MEREK JAFRA DI SURABAYA. Diploma thesis, STIE MAHARDHIKA.

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Abstract

Competition in the cosmetics business is very draining and the mind of the cosmetics manufacturers, so we need a special strategy to win the competition. Manufacturers are competing to increase sales of their products by persuading consumers to buy their products by creating attractive prices to be able to create buying interest. This study is entitled "The Effect of Prices on Purchasing Decisions Through Interest in Buying Cosmetic Products of Jafra Brands in Surabaya". This study aims to examine and analyze the effect of prices on purchasing decisions through buying interest with a sample of 100 respondents. The sample of respondents in this study was based on a purposive sampling that is by certain considerations. This research is quantitative research, using the Path Analysis method using SPSS for Windows. After doing a statistical test of the proposed hypothesis, the path analysis coefficient value and T test sub-structure 1 of the variable price are 0.906 with a significance level of 0.000 <0.50, which means that the variable price has a significant effect on buying interest. And the results of sub-structure T test 2 Price variable is 0.356 and Purchase Interest variable is 0.588 with a significance level of 0.000 <0.50, which means that the variable price and buying interest has a significant effect on purchasing decisions. Sobel test results calculated Z value of 6.22> 1.96 Z value of the table with a confidence level of 5%, meaning that the intervening variable (buying interest) is significant. And from the test results it can be concluded that the following prices have a significant effect on buying interest. Buying interest has a significant effect on purchasing decisions. Price has a significant effect on purchasing decisions. Price has a significant effect on purchasing decisions through buying interest. Intervening variable (buying interest) has a significant role so that making the price of the purchase decision through buying interest greater than the influence of the purchase price on purchasing decisions.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Price, Purchase Interest, Purchase Decision
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	13 May 2020 06:59
Last Modified:	10 Jan 2023 07:47
URI:	http://repository.stiemahardhika.ac.id/id/eprint/1549

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