Analisis Pengaruh Iklan, Harga dan Variasi Produk terhadap Keputusan Pembelian di Toko Rumah Mebel Pekanbaru

Authors

  • Astri Ayu Purwati Pelita Indonesia
  • Josua Julius Siahaan Pelita Indonesia
  • Zulfadli Hamzah Universitas Islam Riau

DOI:

https://doi.org/10.25299/kiat.2019.vol30(1).3870

Keywords:

Harga, Iklan, Kepuasan Konsumen, Varian Produk

Abstract

The increasing needs of the community for furniture have an effect on industrial trade. For this reason, each store competes in increasing sales volume. With the increasing number of shops engaged in the same field, the competition in the business world will increase. The purpose of this study is to determine the effect of Advertising, Prices, and Product Variants on consumer satisfaction Pekanbaru Furniture Store. The population in this study is consumers who purchase products at the Pekanbaru Rumah shop. The number of samples in this study was 100 respondents who are customers of Pekanbaru Furniture House stores. The results of this study indicate that Product Prices and Variations affect consumer satisfaction in Pekanbaru Home stores and the results of the Advertising research do not affect consumer satisfaction in Rumah Mebel stores. Rumah Mebel Stores need to pay attention to the ads that are made, because this has no effect on the approach to consumers. The price set by the house is in accordance with the perspective and consumers get this price discount which makes the price influence the purchasing decision. And the variations of products made Rumah Mebel are as varied as the complete product size, type of product and product ingredients also influence purchasing decisions.

Downloads

Download data is not yet available.

Author Biographies

Astri Ayu Purwati, Pelita Indonesia

School of Business Pelita Indonesia

Josua Julius Siahaan, Pelita Indonesia

School of Business Pelita Indonesia

References

Ali, H. (2011). Marketing dan Kasus-kasus Pilihan. In CAPS Yogyakarta (Ed.), CAPS (Center For Academic Publishing Service) (cetakan 2).
Arsyadani, Atiq. (2015). Pengaruh Harga dan Keragaman Produk terhadap Keputusan Pembelian di Minimarket KOPMA Walisongo Semarang. Universitas Islam Negeri Walisongo. Jurnal Manajemen Dan Akuntansi, 02(04).
Aziz, R. A. (2012). Pengaruh Iklan dan Harga terhadap Keputusan Pembelian Handphone Dual Simcard buatan China pada Mahasiswa Fakultas Ekonomi Universitas Negeri Yogyakarta.
Buchari. Alma. 2013. Manajemen Pemasaran dan Pemasaran Jasa. Edisi 2. Alfabeta. Bandung.
Ghozali, I. 2011. Aplikasi Analisis Multivariate dengan Program SPSS. In S. P. B. U. Diponegoro (Ed.).
Juliandi, A. 2013. Metedelogi Penelitian Kuantitatif Untuk Ilmu-Ilmu Bisnis. In Medan:M2000 (Ed.).
Kotler, Philip dan Gary Armstrong. 2013. Prinsip-prinsip Pemasaran.Kelompok Gramedia.Jakarta.
Muhammad Gigih Made P. 2017. Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Surat Kabar Harian Surat Merdeka. Jurnal Manajemen Dan Akuntansi. Jakarta
Nurrahman, Indra, D. H. U. (2016). Pengaruh Variasi Produk terhadap Keputusan Pembelian (Survei pada pembeli Smartphone Nokia series X di BEC Bandung), 1(1), 54–63.
Ringo, Asrul Siringo dan Yanti Mayasari Ginting. (2017). Analisis Pengaruh Produk, Harga, Promosi, Tempat terhadap Keputusan Pembelian pada Produk Springbed Kangaroo di Pekanbaru.
Rendra Setiadi Tri Pujadi. (2010). Aplikasi E-Marketing pada PT Buana Jaya Paperindo Seminar Nasional Aplikasi Teknologi Informasi 2010, b-48, b-55.
Salidin, Djaslim. 2011. Manajemen Pemasaran. Agung Ilmu. Bandung.
Sandra Moriarty, N. M. dan W. W. (2011). Advertising. In K. P. M. Group (Ed.) (08 ed.). Jakarta.
Setiadi.2013. Perilaku Konsumen. Edisi Revisi. Jakarta: Kencana Prenada Media Group.
Schiffman dan Kanuk.2008. Perilaku Konsumen. Edisi 7. PT.Indeks. Jakarta
Studi, D., Pada, K., Stie, M., & Bogor, K. (2018). Pengaruh iklan terhadap keputusan pembelian pada pt. djojonegoro (studi kasus pada mahasiswa stie kesatuan bogor), (November 2012).
Sugiyono. 2010. Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, dan R&D).Alfabeta. Bandung.
Swastha, Basu DH, I. (2008). Manajemen Pemasaran Modern. In Liberty Offset (Ed.) (Edisi 02,).
Tjiptono. 2012. Strategi Pemasaran. Edisi 3. ANDI. Yogyakarta.
Yazia, V. (2014). Pengaruh Kualitas Produk , Harga, dan Iklan terhadap Keputusan Pembelian Handphone Blackberry (Study Kasus Blackberry Center Veteran Padang). Journal of Economic and Economic Education, 02(165–173).

Downloads

Published

2019-09-27

Issue

Section

Articles