PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI IKLAN SEBAGAI VARIABEL MODERASI PADA TOKO PAKAIAN PUSAT GROSIR ANDA MOJOKERTO

ZULY RACHMAWATI, ZULY RACHMAWATI (2019) PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI IKLAN SEBAGAI VARIABEL MODERASI PADA TOKO PAKAIAN PUSAT GROSIR ANDA MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Rachmawati, Zuly, 2018. Pengaruh Harga Terhadap Keputusan Pembelian Melalui Iklan Sebagai Variabel Moderasi Pada Toko Pakaian Pusat Grosir Anda Mojokerto. Skripsi/ tugas akhir, Program Studi Manajemen Pemasaran, Fakultas Ekonomi, Universitas Islam Majapahit (UNIM). Pembimbing I : Eny Setyariningsih, SE.MM Pembimbing II : M. Syamsul Hidayat,SE. MM This study has a purpose of prices on buying decisions through advertising as a moderating variable in your Wholesale Center Mojokerto clothing store. The population of this study are buyers at the clothing store of your wholesale center in Mojokerto, which consists of online and offline buyers. A sample of 213 respondents. This study has a purpose of prices on buying decisions through advertising as a moderating variable in your Wholesale Center Mojokerto clothing store. The population of this study are buyers at the clothing store of your wholesale center in Mojokerto, which consists of online and offline buyers. A sample of 213 respondents. This research is a quantitative descriptive research so the data is analyzed to determine the effect of price on buying decisions through advertising as a moderating variable. Data collection instruments use documentation, questionnaires, and direct observations which are then analyzed using Moderating Regression Analysis (MRA). The results showed that advertisements can moderate or increase the influence of price on purchasing decisions at your Wholesale Center Mojokerto clothing store, with a value before the moderating variable of 39.5% after adding the moderating variable to 1,000 so that there was an increase of 60.5%. Keywords: Price, Advertising, Purchase Decision.

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