PENGARUH PERSEPSI HARGA, KERAGAMAN PRODUK, DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Dunkin Donuts Ambarukmo Plaza Yogyakarta)

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, keragaman produk, dan suasana toko secara parsial dan simultan terhadap keputusan pembelian konsumen Dunkin Donuts. Jenis penelitian yang digunakan adalah survei. Populasi pada penelitian ini adalah konsumen Dunkin Donuts di Yogyakarta. Teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah sampel sebanyak 180 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan untuk menjawab hipotesis adalah regresi berganda. Hasil penelitian ini menunjukkan bahwa: (1) Persepsi harga berpengaruh positif terhadap keputusan pembelian, dibuktikan dengan nilai signifikansi 0,000<0,05, dan koefisien regresi sebesar 0,715; (2) keragaman produk berpengaruh positif terhadap keputusan pembelian, dibuktikan dengan nilai signifikansi 0,000<0,05 dan koefisien regresi sebesar 0,402; (3) suasana toko berpengaruh positif terhadap keputusan pembelian, dibuktikan dengan nilai signifikansi sebesar 0,003<0,05; dan koefisien regresi sebesar 0,243; dan (4) persepsi harga, keragaman produk, dan suasana toko berpengaruh secara simultan terhadap keputusan pembelian, dibuktikan dengan nilai F hitung sebesar 56,290 dengan signifikansi sebesar 0,000<0,05.

Kata kunci: Persepsi Harga, Keragaman Produk, Suasana Toko dan Keputusan Pembelian

Abstract

The research objective was to find out the influence of price perception, product diversity, and store atmosphere partially and the simultaneous toward Dunkin Donuts consumer purchase decision. The type of this research was survey. The populations in this research were all consumers who has purchased Dunkin Donuts product in Ambarukmo Plaza Yogyakarta. The sample collecting technique used purposive sampling technique with the amount of sample as much as 180 people. The data collecting technique used questioner that has tested its validity and reliability.  The data analysis technique used to answer the hypothesis is regression multiple. Results of this research shown that: (1) price perception was positively influence toward consumer purchase decision in Dunkin Donuts Ambarukmo Plaza Yogyakarta, it was proved by t_count value as much as 7,867 with significance value as much as 0,000<0,05, and regression coefficient as much as 0,715; (2) product diversity was positively influence toward consumer purchase decision in Dunkin Donuts Ambarukmo Plaza Yogyakarta, it was proved by t_count value as much as 3,550 with significance value as much as 0,000<0,05 and regression coefficient as much as 0,402; (3) store atmosphere was positively influence toward consumer purchase decision in Dunkin Donuts Ambarukmo Plaza Yogyakarta, it was proved by t_count value as much as 2,999 with significance value as much as 0,003<0,05; and regression coefficient as much as 0,243; and (4) price perception, product diversity, and store atmosphere is simultaneously influence toward consumer purchase decision in Dunkin Donuts Ambarukmo Plaza Yogyakarta, it was proved by F_count value as much as 56,290 with significance as much as 0,000<0,05.

Keyword: Price perception, Product diversity, Store atmosphere and Purchase Decision