PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI JEANS UNIQLO DI DELI PARK MALL MEDAN

Hartina Simatupang, Nur’ain Harahap

Abstract


This study aims to determine whether there is an influence between price and promotion on buying interest. In this study, the authors use descriptive and quantitative analysis with a sample of 100 consumers who shop for Uniqlo Jeans at Deli Park Mall Medan. This research was conducted by distributing questionnaires to Uniqlo Jeans consumers in Deli Park Medan. The results showed that price and promotion had an influence on buying interest in Uniqlo Jeans at Deli Park Mall Medan as indicated by the results of multiple regression Y = 7,733+ 0,420X1 + 0,375X2 + e. In the results of the partial test (t test) of price on buying interest, the value of tcount = 4.133>1.66 and the value of the partial test (t-test) of promotion obtained a value of tcount = 4.083>1.66, this shows that partially price and promotion have an effect positive and significant on buying interest in Uniqlo Jeans at Deli Park Mall Medan, besides the F test results obtained Fcount>Ftable (98,767>3,090) with a probability level (0.01<0.05). The value of the coefficient of determination (R2) of 0.671 means that price and promotion can increase buying interest in Uniqlo Jeans at Deli Park Mall Medan by 67,1% and the remaining 32,9% is explained by other variables outside the study.


Full Text:

PDF

References


Assauri, S. 2014. Manajemen Pemasaran. Jakarta: Rajawali Pers.

Daryanto. 2013. Sari Kuliah Manajemen Pemasaran. Cetakan 2. Bandung: PT Sarana Tutorial Nurani Sejahtera

Julianti, Lu Ni. 2014. Pengaruh suasana toko(store atmosphere) terhadap minat beli konsumen pada toserba nusa permai di kecamatan nusa padina.

Jurnal Pendidikan Ekonomi. Volume 4 No: 1 Tahun 2014

Kotler, Philip & Gerry Armstrong. 2014. Principle Of Marketing, 15th edition. New Jersey: Pearson Pretice Hall

Mawarsari, Intan. 2018. Pengaruh Kualitas Produk, Harga, Dan Promosi

Terhadap Minat Beli Ulang Konsumen Olahan Buah Carica Di Daerah Wonosobo. Skripsi. Yogyakarta: Universitas Sanata Dharma. Tidak diterbitkan.

Tjiptono, Fandy, 2014. Pemasaran Jasa. Andi: Yogyakarta.




DOI: https://doi.org/10.46576/.v1i1.2140

Article Metrics

Abstract view : 369 times
PDF – 384 times

Refbacks

  • There are currently no refbacks.


Journal Economic Management and Business Terindeks pada:

  

Member of:


Journal Economic Management and Business Published By :

FAKULTAS EKONOMI DAN BISNIS
PROGRAM STUDI MANAJEMEN
UNIVERSITAS DHARMAWANGSA

Alamat : Jl. K. L. Yos Sudarso No. 224 Medan
Kontak : Tel. 061 6635682 - 6613783  Fax. 061 6615190
Surat Elektronik : emanis@dharmawangsa.ac.id

Creative Commons License

Worksheet : Jurnal Manajemen By Universitas Dharmawangsa is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Based on a work at
 https://jurnal.dharmawangsa.ac.id/index.php/emanis/index