The Influence Of Price Toward Consumer  Purchase Decisions At XYX Retail Stores At Bekasi

Alaidin Rapani; Sutardi; Dhian Tyas Untari

doi:10.98765/apjbet.v3i02.130

Alaidin Rapani Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia (STIE BI), Jakarta - Indonesia
Sutardi Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia (STIE BI), Jakarta - Indonesia
Dhian Tyas Untari Universitas Bhayangkara Jakarta Raya, Jakarta - Indonesia

DOI: https://doi.org/10.98765/apjbet.v3i02.130

Keywords: Marketing, Price, Retail, Purchase decisions

Abstract

The purpose of this study was to determine consumer ratings of prices and to determine the effect of prices on purchasing decisions at ZYX Retail Store at Bekasi. The method used in this research uses a quantitative approach by distributing questionnaires and processing data using SPSS 23. Data analysis tools used are validity, reliability, normality, and correlation tests. The analysis technique used is descriptive analysis and simple linear regression analysis and hypothesis testing using the F test simultaneously and the T test partially. The result shown that price variable obtained a rating score of 3.713 in the scale range 3.40 – 4.19 with good or agree criteria. b. The purchase decision variable obtained a rating score of 2.858 in the scale range 2.60 – 3.39 with unfavorable or disagree criteria. c. Price has a significant negative effect on purchasing decisions with the regression equation Y = 51.167 – 0.608X, a correlation value of -0.603 or a strong negative and a contribution of 36.3% while the remaining 63.7% is influenced by other factors. To test the hypothesis, the value of t count < t table or (-6.878 < 1.989) is obtained.