Persepsi Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Pembelian Tas Sophie Paris pada Mahasiswa

Authors

  • Sumiati Sumiati Department of Management Faculty of Economics Universitas 17 Agustus 1945 Surabaya, East Java Indonesia
  • Siti Mujanah Department of Management Faculty of Economics Universitas 17 Agustus 1945 Surabaya, East Java Indonesia https://orcid.org/0000-0002-7946-2202

DOI:

https://doi.org/10.25077/amar.2.2.1-10.2018

Keywords:

Persepsi Kualitas Produk, Persepsi Harga, Promosi, Keputusan Pembelian

Abstract

Penelitian ini dilatarbelakangi oleh fenomena perkembangan fashion pada saat ini yang semakin menarik dan menjadi suatu bagian dalam kehidupan sehari-hari, apalagi fashion saat ini di anggap sebagai identitas diri dan kebutuhan yang wajib dipenuhi, salah satunya adalah tas. Tujuan penlitian ini adalah untuk mengetahui beberapa faktor yang mempengaruhi keputusan pembelian tas Sophie Paris. Metode penelitian yang digunakan dalam penelitian ini adalah kuantatif dengan sumber data yang diambil secara langsung dari mahasiswa Universitas 17 Agustus 1945 yang memakai tas Sophie Paris. Pengambilan data dilakukan dengan cara penyebaran kuesioner kepada seratus responden dengan menggunakan tekinik Simple Random Sampling. Hasil analisis yang diperoleh dari penelitian ini adalah persepsi kualitas produk berpengaruh positif dan signifikan pada keputusan pembelian, persepsi harga berpengaruh negative dan tidak signifikan terhadap keputusan pembelian, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan persepsi kualitas produk, persepsi harga, dan promosi berpengaruh terhadap keputusan pembelian. Variabel promosi mempunyai pengaruh paling dominan dalam keputusan pembelian tas Sophie Paris. Dengan melihat variabel-variabel yang mempengaruhi keputusan pembelian tas, harga merupakan varaiabel yang pengaruhnya paling rendah oleh karena itu shopie paris disarankan pihak perusahaan disarankan untuk memberikan variasi harga sesuai dengan segmentasi pasar yang dituju mulai dari kelas atas, menengah maupun kelas bawah.

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Published

2018-02-19

How to Cite

Sumiati, S. and Mujanah, S. (2018) “Persepsi Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Pembelian Tas Sophie Paris pada Mahasiswa”, AMAR (Andalas Management Review), 2(2), pp. 1–10. doi: 10.25077/amar.2.2.1-10.2018.

Issue

Vol. 2 No. 2 (2018)

Section

Articles

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