Pengaruh Strategi Pemasaran, Kualitas Produk dan Harga Jual Terhadap Keputusan Pembelian Produk Bahan Bangunan (Studi Kasus PT. Homesmart Medan)
DOI:
https://doi.org/10.37832/manivest.v1i2.54Keywords:
Marketing Strategy, Product Quality, Selling Price and Purchasing DecisionsAbstract
The aim of this research is to determine the influence of marketing strategy, product quality and selling price on purchasing decisions for building material products (case study of PT. Homesmart Medan). The type of research used in this research uses quantitative research. Data collection techniques used in this research include interviews, observation and questionnaires. The testing methods used in this research use exploratory instrument tests, descriptive statistical tests, classical hypothesis tests, multiple linear regression tests, and hypothesis tests. The results of this research hypothesis are that the marketing strategy variable does not have a positive and significant effect on purchasing decisions, while the product quality and selling price variables have a positive and significant effect on purchasing decisions. However, it was found that the decision to purchase construction products was influenced by marketing strategy variables, product quality and selling price (case study of PT. Homesmart Medan).
References
Adhitya, W. R. (2019). Fenomena Harbolnas (Hari Belanja Online Nasional) Melalui Harga, Produk, Kemudahan dan Keamanan Bertransaksi Terhadap Keputusan Pembelian Konsumen Secara Online dengan Kepercayaan Sebagai Variabel Moderating di Komplek Johor Indah Permai II Medan. JMB: Jurnal Manajemen Dan Bisnis, 2(`1), 1–11.
Assauri, S. (2019). Manajemen Pemasaran. Jakarta: PT. Raja Grafindo Persada
Griffin, J., (2019), Customer Loyalty, Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Alih Bahasa Dwi Kartini Yahya. Jakarta: Erlangga.
Ghozali, Imam. (2021). Aplikasi Analisis Multivariate Dengan Program SPSS . Semarang: Badan penerbit Universitas Diponegoro.
Kasanti, N., Wijaya, A., & Suandry. (2021). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Safety Merek Proguard pada PT AIM Safety Indonesia.Asian Journal of Innovation and Entrepreneurship, 4(1), 43–51. https://journal.uii.ac.id/ajie/article/download/12470/8992.
Kotler, P. & Armstrong, G. (2018). Principles of marketing (17th ed.). New Jersey: Pearson Prentince Hall.
Kolonio, Jeremia & Djurwati soepono (2019). Pengaruh Service Quality, Trust dan Consumer Satisfaction terhadap Consumer Loyalty pada CV Sarana Marine Fiberglass. Jurnal EMBA Vol.7, No. 1
Pradana, D., Hudayah, S., & Rahmawati, R. (2019).Pengaruh harga kualitas produk dan citra merek BRAND IMAGE terhadap keputusan pembelian motor.Kinerja, 14(1), 16. https://doi.org/10.29264/jkin.v14i1.2445.
Pelayanan, P. K., & Terhadap, D. A. N. L. (2017).KEPRI MALL KOTA BATAM Indra Firdiyansyah * Program Studi Manajemen , Sekolah Tinggi Ilmu Ekonomi Galileo Komplek Plaza Sulaiman Blok A No : 4-6 Jl . Sultan Abdurrahman , Lubuk Baja , Kota Batam Provinsi Kepulauan Riau.
S. Silaen, Metodologi Penelitian Sosial untuk Penulisan Skripsi dan Tesis. Bandung: In Media, 2019.
Sudaryono. 2019. Manajemen Pemasaran: Teori dan Implementasi. Jogjkarta: Penerbit Andi Tjiptono.
Santoso, Singgih. (2019). Menguasai statistik dengan SPSS 24, Jakarta: PT. Elekmedia Komputindo. Keneth Laudon & Jane Laudon (2015:16)
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung : PT Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Yogyakarta: Alfabeta
Thungasal, C. (2019). Pengaruh Kualitas Layanan Dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Hotel Kasuari.Agora, 7(1), 287133.
