Dampak Harga terhadap Keputusan Pembelian di Cafe Merjer Padang

Avi Dandy Krisna

doi:10.23887/jppsh.v5i3.40959

Authors

Avi Dandy Krisna Universitas Negeri Padang

DOI:

https://doi.org/10.23887/jppsh.v5i3.40959

Keywords:

Harga, Keputusan Pembelian

Abstract

Ditemukan permasalahan mengenai informasi terkait cafe merjer yang belum banyak diketahui oleh masyarakat. Selain itu, harga yang ditawarkan tidak terjangkau dikalangan konsumen dan kualitas produk yang dijual tidak sesuai dengan harga yang dibayarkan. Tujuan penelitian ini yaitu menganalisis besar kecilnya dampak Harga kepada keputusan pembelian konsumen di Cafe Merjer Padang. Metode pada penelitian berikut adalah kuantitatif dengan upaya pendekatan asosiatif kausal yang melibatkan dua variabel. Pengambilan sampel menggunakan teknik non probability sampling. Teknik pengambilan data menggunakan angket skala likert. Data yang dideskripsikan dengan dites persyaratan analisis dan pengujian hipotesis yang menggunakan teknik analisis regresi linear sederhana serta koefisien determinan menggunakan software SPSS versi 20.00. Hasil penelitian yaitu keputusan Pembelian tergolong sangat baik (85%). Pengujian hipotesis regresi linear sederhana F 0.034 sig 0,000 < 0,05, oleh sebab itu variabel Harga mampu mempengaruhi keputusan pembelian konsumen. Harga mendorong keputusan pembelian konsumen secara signifikan sebesar 32,7% dan 67,3% terpengaruh melalui faktor yang lainnya. Nilai t 3.61937 dengan sig 0,000 < 0,05, sehingga diperoleh pengaruh yang siginikan antara kedua variabel. Selanjutnya nilai koefisien regresi senilai 0, 463 maksudnya per penambahan senilai 1 satuan Harga bisa menambah 0,023 satuan keputusan pembelian. Berlandaskan hasil penelitian disarankan agar pihak manajemen selalu memberikan upaya yang maksimal dalam meningkatkan penerapan agar Harga semakin mendorong keputusan pembelian konsumen.

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