PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN SALURAN DISTRIBUSI SEBAGAI VARIABEL MODERATING DI PRODUSEN KERUPUK IKAN TENGGIRI CAP “DUA BERSAUDARA”

Ryan Eko Yulianto, Ryan Eko Yulianto (2019) PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN SALURAN DISTRIBUSI SEBAGAI VARIABEL MODERATING DI PRODUSEN KERUPUK IKAN TENGGIRI CAP “DUA BERSAUDARA”. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

Abstrak Yulianto, Ryan Eko, 2018. Pengaruh Harga Terhadap Keputusan Pembelian dengan Tempat Sebagai Variabel Moderasi. Skripsi, Program Studi Mnajemen Pemasaran, Fakultas Ekonomi, Universitas Islam Majapahit (UNIM). Pembimbing I : Budi Utami SE. MM Pembimbing II : M. Syamsul Hidayat, SE.,MM Business development in the food sector has increased very rapidly which requires business people to be able to implement the right marketing strategies in developing their business. The formulation of the problem in this study is whether the price and distribution channels influence the purchase decision and whether the distribution channel affects the price relationship and purchasing decisions. The purpose of this study was to determine how much influence the price and distribution channels on purchasing decisions and to find out whether the distribution channel affects the price relationship and purchasing decisions The method used in this study is a quantitative method using questionnaires given to SME consumers mackerel fish crackers stamp "Two Bersaudar" and processed using IBM SPSS 23. The sample in this study amounted to 10 respondents with specifications of respondents who bought for resale and retrieval above 5 million. In this study for the price variable obtained the value of t count> t table (-8.274> 2.36462) and the place variable obtained the value of tcount> t table (11.888> 2.36462). In the MRA test after the price variable is moderated the place variable shows a value of 0.970 or 97%. The conclusions from this study are that all independent variables have an effect on purchasing decisions and the variables have positive effects as moderating variables. Suggestions for companies are to determine prices according to market conditions. Keywords: Price, Distribution Channel, Purchase Decision

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