ANALISIS PENGARUH CREATIVE PROMOTION, VISUAL MERCHANDISING DAN HARGA PADA KEPUTUSAN PEMBELIAN PRODUK RITEL FASHION (Studi Kasus pada Konsumen PT. Mitra Adi Perkasa)

NURMALASARI, Adellya and RAHARDJO, Susilo Toto (2015) ANALISIS PENGARUH CREATIVE PROMOTION, VISUAL MERCHANDISING DAN HARGA PADA KEPUTUSAN PEMBELIAN PRODUK RITEL FASHION (Studi Kasus pada Konsumen PT. Mitra Adi Perkasa). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

In this global era, there are big emerging retail companies in Indonesia. The growing retail companies in Indonesia caused by the change in consumption patterns, especially in the retail fashion products. This is supported by the shopping behavior of Indonesian citizen has begun to shift, from shoping in traditional to modern retail market. This study aims to analyze the influence of creative promotion, visual merchandising, and pricing on product purchasing decisions on consumer retail fashion of PT Mitra Adiperkasa. The data collection method was collected by questionnaire . The primary data source used in this study is data on respondent's perceptions of creative promotion, visual merchandising, pricing and purchasing decisions. The questionnaire in this study using a Likert scale. In determining the scale, then we use the measurement scale or range scale. Quantitative analysis includes Validity Test, Reliability Test, Classical Assumption Test, Regression Analysis, and Test of Goodness of Fit which includes analysis coefficient of determination (R2), F test and t test. The results of this study are Creative promotion proved positive and significant impact on purchasing decisions, which can be evidenced from the results of t - test of 2,256. Visual merchandising proved positive and significant impact on purchasing decisions, which can be evidenced from the results of t - test of 4.252. Price proved positive and significant impact on purchasing decisions, which can be evidenced from the results of the test - t of 4.059

Item Type:Thesis (Undergraduate)
Additional Information:Purchasing Decision, Creative Promotion, Price
Uncontrolled Keywords:Purchasing Decision, Creative Promotion, Price
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:45643
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:26 May 2015 09:30
Last Modified:26 May 2015 09:30

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