Pengaruh Harga Dan Penataan Produk Terhadap Minat Beli Produk Privat Label (studi Pada Indomaret Cabang Bojongsoang Bandung

Ricco Reno B. Andi Sampara, Marheni Eka Saputri

Abstract

Abstrak
Sejak akhir 2017, produk private label berkembang pesat. Hal ini didasarkan pada data kemenperi yang
Berdasarkan hasil penelitian ini harga dan penataan produk berpengaruh positif dan signifikan terhadap minat
beli secara simultan sebesar 52,7%. dan secara parsial menunjukkan variabel harga (X1) berpengaruh positif dan
signifikan terhadap minat beli secara parsial sebesar 30,6%. Kemudian pada variabel penataan produk (X2)
berpengaruh positif dan signifikan terhadap minat beli sebesar 22,1%. Dapat disimpulkan harga dan penataan produk
secara bersama – sama berpengaruh secara simultan terhadap minat beli, dengan tingkat signifikasi 0,000 < 0,05. Hal
ini menunjukkan bahwa �" diterima dan �#ditolak.
Kata Kunci : Harga, Penataan Produk dan Minat Beli.
ABSTRACT
Since the end of 2017, private label products are growing rapidly. It is based on the data cited kemenperi of
Jawa Pos where the rapidly growing private label business despite weaker purchasing power amid a late start in 2017,
even private label products proved to be a "savior" to boost sales. This study aims to determine whether the price and
product structuring influence buying interest Indomaret product Bojongsoang Branch Bandung. This research use
descriptive research with quantitative approach causality. made to the private label consumer products in Indomaret
Bojongsoang Bandung. In this study, data were collected by questionnaires to 100 respondents were taken
nonprobability sampling
Based on these results and the price of product structuring positive and significant impact on the simultaneous
buying interest amounted to 52.7%. and partially show the price variable (X1) positive and significant impact on the
partial purchase interest of 30.6%. Later on product structuring variable (X2) positive and significant impact on
buying interest at 22,.1%. We can conclude price and product structuring together - the same effect simultaneously on
buying interest, with a significance level of 0.000 <0.05. This shows that the accepted and rejected.�"�#
Keywords: Price, Display Product and Buying Interest

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