Pengaruh Harga Terhadap Keputusan Pembelian Berulang Pada Produk KFC
DOI:
https://doi.org/10.36805/manajemen.v8i2.5320Abstract
A B S T R A C T
This study aims to determine the effect of price on repeat purchase decisions on KFC
products. This research method is descriptive and involves verification. The sample used
is 126 people who have bought KFC products. The sampling technique used is the
purposive sampling method. The research instrument uses a questionnaire, where the
price variable (X1) has 7 question items and the repeat purchase decision variable (Y)
has 9 question items. The data analysis techniques used in this research are descriptive
analysis, t test, coefficient of determination, and verification analysis. The verification
analysis uses a simple linear regression analysis. The results of this study show that
price has a significant effect on repeat purchase decisions, with a significance value of
0.000, less than 0.05. While the value of the coefficient of determination is obtained by
an R square of 0.506, which means that the price variable affects the variable of repeated
purchase decisions by 50.6%, while the remaining 49.4% is influenced by other
variables not examined in this study.
A B S T R A K
Penelitian ini bertujuan untuk mengetahui pengaruh harga terhadap keputusan
pembelian berulang pada produk KFC. Metode penelitian ini adalah deskriptif
dan verifikatif. Sampel yang digunakan adalah 126 orang yang pernah membeli
produk KFC. Teknik pengambilan sampel yang digunakan yakni metode
purposive sampling. Adapun instrumen penelitian menggunakan kuisioner
dimana variabel harga (X1) terdapat 7 item pertanyaan dan variabel keputusan
pembelian berulang (Y) terdapat 9 item pertanyaan. Teknik analisis data yang
digunakan dalam penelitian ini adalah analisis deskriptif, uji t, koefisien
determinasi dan analisis verifikatif. Adapun analisis verifikatif menggunakan
analisis regresi linier sederhana. Hasil penelitian ini diperoleh bahwa harga
berpengaruh secara signifikan terhadap keputusan pembelian berulang dengan
nilai signifikansi 0,000 kurang dari 0,05. Sedangkan nilai koefisien determinasi
diperoleh R Square sebesar 0,506 yang artinya variabel harga mempengaruhi
variabel keputusan pembelian berulang sebesar 50,6%. Sedangkan sisanya 49,4%
dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.
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