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Skripsi Pengaruh Kualitas Produk, Harga, Lokasi Dan SKRIPSI PENGARUH KUALITAS PRODUK, HARGA, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG AYAM PENYET KAK TARI RINGROAD OLEH RINALDI SYAHPUTRA 150502025 PROGRAM STUDI STRATA-1 MANAJEMEN DEPARTEMEN MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA MEDAN 2019 UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA ABSTRAK PENGARUH KUALITAS PRODUK, HARGA, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG AYAM PENYET KAK TARI Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, harga, lokasi dan promosi terhadap keputusan pembelian pada Warung ayam penyet kak Tari. Jenis penelitian ini adalah penelitian asosiatif. Populasi dalam penelitian ini adalah seluruh pelanggan yang pernah berkunjung dan membeli di Warung ayam penyet kak Tari. Sampel dalam penelitian ini adalah 99 orang pelanggan yang pernah berkunjung dan membeli di Warung Ayam Penyet Kak Tari dengan frekuensi pembelian 2 (dua) kali atau lebih dari 2 (dua) kali. Teknik pengambilan sampel adalah dengan purpossive sampling. Metode pengumpulan data dalam penelitian ini adalah kuesioner, wawancara, observasi dan studi pustaka. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis deskriptif dan analisis regresi linear berganda yang diolah dengan software SPSS 23.00. Berdasarkan uji F (serempak) menunjukkan bahwa kualitas produk, harga, lokasi, promosi secara bersama-sama atau simultan berpengaruh signifikan terhadap keputusan pembelian. Hasil uji-t (parsial), variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel harga berpengaruh positif signifikan terhadap keputusan pembelian, variabel lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian dan variabel promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Berdasarkan besar nilai Adjusted R-square dapat diketahui variabel kualitas produk, harga, lokasi dan promosi berpengaruh sevara simultan terhadap keputusan pembelian sebesar 0,780 atau 78% sedangkan sisanya sebesar 59,2% dipengaruhi oleh faktor-faktor lain diluar variabel yang diteliti oleh peneliti. Kata Kunci: Kualitas Produk, Harga, Lokasi, Promosi, dan Keputusan Pembelian i UNIVERSITAS SUMATERA UTARA ABSTRACT THE INFLUENCE OF PRODUCT QUALITY, PRICE, LOCATION, AND PROMOTION ON PURCHASE DECISION AT WARUNG AYAM PENYET KAK TARI The purpose of this study was determine the influence of product quality, price, location and promotion on purchase decision at Warung ayam penyet kak Tari. This type of research is associative research. The population in this study were all customers who had visited and purchased at the Warung ayam penyet kak Tari. The sample in this study were 89 customers who had visited and purchased at Warung ayam penyet kak Tari with a frequency of purchases of 2 (two) times or more than 2 (two) times. The sampling technique is purposive sampling. Data collection methods in this study are questionnaires, interviews, observation and literature. The analytical method used in this study is descriptive analysis method and multiple linear regression analysis which is processed with SPSS 23.00 software. Based on the F test (simultaneously) shows that product quality, price, location and promotion togother or simultaneously have a significant influence on purchasing decisions. The result of the t-test (partial), product quality variables have a positive and significant influence on purchasing decisions, price variables decisions. The results of the t-test (partial), product quality variables have a positive and significant effect on purchasing decisions, price variables have a have a positive and significant effect on purchasing decisions, location variables have a positive and significant effect on purchasing decisions, and promotion variables have a positive and significant effect on purchasing decisions. According to the amount of Adjusted R-square value, it is found that the variable of product quality, price, location and promotion simultaneously influence the purchase decision at Warung ayam penyet kak Tari in the amount of 0,780 or 78%, while the other influenced by the other variables that are not being 59,2% are influenced by other variables that are not being examined in this study. Keywords: Product Quality, Price, Location, Promotion and Purchase Decision ii UNIVERSITAS SUMATERA UTARA KATA PENGANTAR Puji dan syukur peneliti panjatkan kepada Allah Subhanahu wa Ta’la atas segala nikmat dan rahmat yang telah diberikan-Nya. Dengan izin dan kuasa-Nya peneliti dapat menyelesaikan skripsi ini dengan judul “Pengaruh Kualitas Produk, Harga, Lokasi dan Promosi Terhadap Keputusan Pembelian Pada Warung Ayam Penyet Kak Tari” sebagai salah satu syarat dalam memperoleh gelar Sarjana Ekonomi pada Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Peneliti telah banyak menerima dukungan, doa, nasihat, dan saran dari berbagai pihak. Terutama pada kedua orang tua terkasih, Ayah Sulaiman Efendidan Ibu Suriawati Siregarskripsi ini peneliti persembahkan sebagai bahan pertanggungjawaban peneliti atas segala kepercayaan dan kasih sayang serta dukungan dan doa yang selalu diberikan kepada peneliti selama menjalankan studi di Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Peneliti juga menyampaikan terimakasih sebesar-besarnya kepada : 1. Bapak Prof. Dr. Ramli, SE, MS, selaku Dekan Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. 2. Bapak Dr. Amlys Syahputra Silalahi, SE, M.Si, dan Bapak Doli Muhammad Jafar Dalimunthe, SE, M.Si, selaku Ketua dan Sekretaris Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. 3. Bapak Liasta Ginting, SE, M.Si, selaku Dosen Pembimbing yang telah membimbing serta memberikan waktu, motivasi, saran dan masukan kepada iii UNIVERSITAS SUMATERA UTARA peneliti dalam menyelesaikan penelitian ini. 4. Bapak Dr. Fadli, SE, M.Si, dan Ibu Dr. Endang Sulistya Rini selaku Dosen Penguji I dan Penguji II yang telah meluangkan waktu dan memberikan saran dalam penelitian skripsi ini. 5. Seluruh Dosen dan Pegawai atau staf Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara atas segala jasa-jasanya selama masa studi perkuliahan peneliti. 6. Kepada Ibu Lestari selaku pemilik Warung ayam Penyet Kak Tari serta seluruh karyawan yang telah membantu peneliti dalam pengerjaan skripsi ini. 7. Kepada Adik tercinta Nadia Salsabila, Feri Gusnaldy, dan Raju Iskandar dan sepupu Ayu Sabilla Tanjung, Bisa Manunggal Tanjung dan Basa Nagogo Tanjung yang telah banyak memberikan doa dan dukungan kepada peneliti. 8. Kepada Kakek Alm. Khairuddin Siregar dan Nenek Suminem tersayang yang telah memberikan dukungan, doa, dan semangat dalam penyusunan skripsi ini 9. Kepada teman terkasih, Nursahara Siregar SPd yang telah memberikan dukungan, doa, dan semangat dalam penyusunan skripsi ini. 10. Kepada Ibu angkat Arbaiyah dan Om Sarifuddin Tanjung yang telah banyak membantu dan memberikan semangat dalam menyelesaikan penelitian skripsi ini. 11. Kepada sahabat Power Ranger Squad, Cicilia Marcelia K. SE, M.Iqbal SE, Bastian Tantober SE, M. Zailani, Ryan Habibi, M.Adlin, Ronny, Diyo Hadi, Evelien, Satria Bagus dan teman satu asrama Ridho Trisakti SE dan Andre Fadilla yang telah memberikan dukungan, doa, dan semangat dalam iv UNIVERSITAS SUMATERA UTARA penyusunan skripsi ini 12. Kepada sahabat Hamba Allah Squad, M.Irwan, Rinny Setia, Leli Nst SPd, Safnasari Hsb S.Ked, Laily Purnamasari, dan Khairunnisa. yang telah memberikan dukungan, doa, dan semangat dalam penyusunan skripsi ini. 13. Kepada Sahabat sekampung halaman, Suriady, Andre, Mamad, Arif, Junaidi, Gani, Lili Hasibuan dan Alumni XII IPA 3 yang telah memberikan dukungan, doa, dan semangat dalam penyusunan skripsi ini. 14. Teman-teman seperjuangan Jurusan Manajemen angkatan 2015 yang telah banyak membantu dan memberikan dorongan dan bantuan moril dalam penyelesaian penelitian skripsi ini. 15. Semua pihak yang tidak dapat peneliti sebutkan satu persatu. Peneliti menyadari dalam penelitian ini banyak terdapat kesalahan pada penelitian skripsi ini sehingga peneliti mengharapkan kritik dan saran dari pembaca. Akhir kata, peneliti berharap semoga skripsi ini dapat bermanfaat bagi para pembaca dan sebagai bahan masukan bagi penelitian – penelitian selanjutnya. Medan, Juli 2019 Peneliti, Rinaldi Syahputra 150502025 v UNIVERSITAS SUMATERA UTARA DAFTAR ISI Halaman ABSTRAK ............................................................................................. i ABSTRACT ........................................................................................... ii KATA PENGANTAR ........................................................................... iii DAFTAR ISI .......................................................................................... vi DAFTAR TABEL.................................................................................. viii DAFTAR GAMBAR ............................................................................. ix DAFTAR LAMPIRAN ......................................................................... x BAB I PENDAHULUAN ............................................................... 1 1.1 Latar Belakang ............................................................ 1 1.2 Rumusan Masalah ....................................................... 8 1.3 Tujuan Penelitian ........................................................ 9 1.4 Manfaat Penelitian ...................................................... 10 BAB II TINJAUAN PUSTAKA ....................................................
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