PENGARUH PROMOSI, KUALITAS PRODUK TERHADAP HARGA DAN MINAT BELI KONSUMEN KERUDUNG RABBANI (Studi Kasus Toko Pakaian Muslim Rabbani)

Indri Ani Safitri. NIM 18050101052., I (2023) PENGARUH PROMOSI, KUALITAS PRODUK TERHADAP HARGA DAN MINAT BELI KONSUMEN KERUDUNG RABBANI (Studi Kasus Toko Pakaian Muslim Rabbani). Skripsi thesis, IAIN KENDARI.

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Abstract

ABSTRAK Indri Ani Safitri. NIM 18050101052. "Pengaruh Promosi, Kualitas Produk Terhadap Harga dan Minat Beli Kerudung Rabbani". Melalui bimbingan Wahyudin Maguni dan Adzil Arsyi Sabana. Penelitian ini bertujuan untuk mengetahui pengaruh promosi, kualitas produk dan harga terhadap minat beli konsumen kerudung rabbani studi kasus toko pakaian muslim rabbani. Jenis penelitian ini adalah penelitian kuantitatif. Populasi yang digunakan yaitu 108 responden dan sampelnya sebanyak 52 responden. Teknik pengambilan sampel yaitu purpose sampling. Uji instrument yang digunakan yaitu uji validitas dan reliabilitas. Analisis data menggunakan teknik analisis deskriptif, uji asumsi klasik, uji analisis regresi linear berganda, uji analisis jalur, uji t, uji f dan koefisien determinasi (R 2 ). Hasil penelitian yang dilakukan menunjukan bahwa: (H1) diperoleh nilai 0,749 > 0,05. Sehingga promosi tidak berpengaruh secara signifikan terhadap harga. (H2) diperoleh nilai 0,024 < 0,05. Sehingga kualitas produk berpengaruh signifikan terhadap harga. (H3) diperoleh nilai 0,024 < 0,05. Sehingga harga berpengaruh signifikan terhadap minat beli. (H4) diperoleh nilai 0,497 > 0,125. Sehingga promosi melalui harga berpengaruh secara langsung terhadap minat beli. (H5) diperoleh nilai 0,100 > 0,090. Sehingga kualitas produk melalui harga berpengaruh secara langsung terhadap minat beli. (H6) diperoleh nilai 0,000 < 0,05. Sehingga promosi berpengaruh signifikan terhadap minat beli. (H7) diperoleh nilai 0,423 > 0,05. Sehingga kualitas produk tidak berpengaruh signif ikan terhadap minat beli. (H8) diperoleh nilai 0,000 < 0,05. Sehingga promosi, kualitas produk dan harga berpengaruh secara signifikan terhadap minat beli. Kata Kunci : Promosi, Kualitas Produk, Harga Dan Minat Beli ABSTRACT Indri Ani Safitri. NIM 18050101052. "The Influence of Promotion, Product Quality and Price on Interest in Buying Rabbani Veils". Through the guidance of Wahyuddin Maguni and Adzil Arsyi Sabana. This study aims to determine the effect of promotion, product quality and price on consumer buying interest in the rabbani veil, a case study of a rabbinic Muslim clothing store. This type of research is quantitative research. The population used is 108 respondents and the sample is 52 respondents. The sampling technique is purpose sampling. The test instrument used is the validity and reliability test. Data analysis used descriptive analysis techniques, classical assumption test, multiple linear regression analysis test, path analysis test, t test, f test and coefficient of determination (R 2 ). The results of the research conducted showed that: (H1) obtained a value of 0.749 > 0.05. So that the promotion does not significantly affect the price. (H2) obtained a value of 0.024 <0.05. So that the quality of the product has a significant effect on the price. (H3) obtained a value of 0.024 <0.05. So the price has a significant effect on buying interest. (H4) obtained a value of 0.497 > 0.125. So that promotion through price has a direct effect on buying interest. (H5) obtained a value of 0.100 > 0.090. So that the quality of the product through the price has a direct effect on buying interest. (H6) obtained a value of 0.000 <0.05. So that promotion has a significant effect on buying interest. (H7) obtained a value of 0.423 > 0.05. So that the quality of the product does not have a significant effect on buying interest. (H8) obtained a value of 0.000 <0.05. So that promotion, product quality and price have a significant effect on buying interest. Keywords: Promotion, Product Quality, Price and Purchase Interest

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