PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HIJAB YANG DIPRODUKSI PT. HIJAB ALILA

Siti Asriah Immawati, Agung Budi

Abstract


Penelitian ini dilatar belakangi fenomena trend  hijab syar’i dan pada penelitian ini brand  Hijab Alilalah yang menarik untuk diteliti dikarenakan produk yang terbilang baru akan tetapi mampu memiliki  cabang baik di pulau jawa maupun luar pulau jawa. Penelitian ini bertujuan untuk mengetahui Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Hijab Yang  Diproduksi  PT. Hijab Alila.

Populasi dalam penelitian ini adalah seluruh konsumen produk Hijab Alila  sebanyak 14.000 orang.  Sampel dalam penelitian ini adalah 100 responden. Dalam penelitian ini sampel diambil dengan metode Non Probability Sampling dengan teknik pengambilan Accidental Sampling  yaitu teknik pengumpulan sampel yang dilakukan dengan menggunakan konsumen Hijab Alila  yang ditemui secara kebetulan dan memenuhi karakteristik sebagai responden untuk dijadikan  sampel. Pengumpulan data primer dilakukan dengan menggunakan kuisioner yang diukur dengan skala Likert.   

Hasil penelitian menunjukkan  bahwa secara parsial variabel Kualitas produk (X1) berpengaruh secara positif terhadap Keputusan Pembelian (Y). Hal ini ditunjukkan dengan thitung> ttabel yakni 40,231 > 1,984, variabel Harga (X2) berpengaruh secara positif terhadap Keputusan Pembelian (Y). Hal ini ditunjukkan dengan thitung> ttabel yakni 10,724  > 1,984 dan nilai signifikan regresi sebesar 0,000 lebih kecil dari 0,050. variabel Promosi (X3) berpengaruh secara positif terhadap Keputusan Pembelian (Y). Hal ini ditunjukkan dengan thitung> ttabel yakni 17,816 > 1,984.  Dan secara simultan variabel kualitas produk (X1) harga (X2) dan promosi (X3) berpengaruh secara positif terhadap Keputusan Pembelian (Y) yakni Fhitung > Ftabel sebesar 914,222 > 2,70. Dengan nilai persamaan regresi berganda Y’=5,198+0,897X1-0,237X2+0,231X3dengan koefisien determinasi sebesar 96,5% yang sisanya dipengaruhi oleh faktor yang tidak diteliti.

 

Kata kunci : Kualitas Produk , Harga, promosi, Keputusan Pembelian


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DOI: http://dx.doi.org/10.31000/combis.v2i1.3109

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