PENGARUH PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN VOUCHER INTERNET XL PADA “KONTER KUSUMAâ€
DOI:
https://doi.org/10.31932/jpe.v7i2.1750Keywords:
Price Perception, Promotion, Purchase DecisionAbstract
Internet is an important requirement for the community to be able to access information easily, besides that it is also a means of communication between humans. The rapid demand for internet services, especially for internet vouchers in Indonesia, is due to the increasing number of internet users in Indonesia. The use of the internet is not only for finding information but also for communicating. This study aims to determine and analyze the effect of price perceptions and promotions on purchasing decisions for XL internet vouchers (study at "Kusuma counter" Kauman District, Ponorogo Regency). This research is included in the type of quantitative research with the method of collecting data in the form of a questionnaire. The analysis technique in this research uses the SEM method on a component basis using PLS as an analytical tool. The results of the research conducted by questionnaires were given to the respondents, totaling 66 people. The results show that price responses can contribute to purchasing decisions with the highest factor loading value on the indicator of price conformity with product quality. As for the promotion can contribute to purchasing decisions along with the highest factor loading value is the advertising indicator
References
Basu Swastha. 2002. Manajemen Pemasaran. Edisi Kedua. Cetakan Kedelapan. Jakarta: Penerbit Liberty
Basu Swasta, Dharmesta dan Irawan, (2008) Manajemen Pemasaran Modern, Liberty, Yogyakarta.
Dinawan, M.R. 2010. Analisis Faktor yang Mempengaruhi Keputusan Pembelian (Study Kasus pada Yamaha Mio PT. Harpindo Jaya Semarang). Tesis, Ekonomi S-2, Universitas Diponegoro, Semarang. Diunduh dari: http://core.ac.uk/download/pdf/11722715.pdf.
Ghozali, Imam. 2011. “Aplikasi Analisis Multivariate Dengan Program SPSSâ€.
Semarang: Badan Penerbit Universitas Diponegoro.
Husein Umar, 2002. Metode Penelitian Untuk Skripsi dan Tesis Bisnis, Raja Grafindo Persada, Jakarta
Kotler Dan Keller, (2015), Manajemen Pemasaran, Jilid 1, Edisi 13, Jakarta: Erlangga
Kotler, Philip; Armstrong, Garry, 2008. Prinsip-prinsip Pemasaran,Jilid 1, Erlangga, Jakarta. Kotler dan Keller. 2009. Manajemen Pemasaran. Jilid 1. Edisi ke 13. Jakarta: Erlangga.
Lupiyoadi, Rambat dan A. Hamdani. 2011. Manajemen Pemasaran Jasa. Edisi 2, Jakarta : Salemba Empat.
Nagle, T. ., & Hogan, J. (2006). The strategy and Tactics of Pricing : A Guide to Growing More Profitably. Prentice Hall.
Rosida, Intisari Haryanti. “Pengaruh Promosi Online Dan Persepsi Harga Terhadap Keputusan Pembelian ( Studi Kasus Pada Nithalian Collection Bima ).†Journal of Business and Economics Research (JBE), vol. 1, no. ISSN 2716-4128, 2020, pp. 150–60.
Simamora, Bilson. 2003. Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Cetakan Kedua. Gramedia Pustaka Utama. Jakarta
Sugiyono. (2018). Metode Penelitian Pendidikan – Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabet, CV.
Tondang, Berty Windi. “Pengaruh Promosi Dan Harga Terhadap Minat Beli Konsumen Pada Toko Sepatu Bata Mtc Giant Pekanbaru.†Journal of Chemical Information and Modeling, vol. 53, no. 9, 2018, pp. 1689–99.
Senggetang, V., Mandey, S.L., Moniharapon, S. 2019. “Pengaruh Lokasi, Promosi Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Pada Perumahan Kawanua Emerald City Manado.†Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan
