Pengaruh Penetapan Harga Produk terhadap Keputusan Pembelian Konsumen (Studi pada Rumah Makan Soto dan Sop Nanda Jalan Sei Blutu Pasar IX No 12 Medan)

Abstract

Price is the amount of money that paid to get the product that you wanted. Price is the only element of marketing mix which can make income, the other elements just representing price. The price of product implementation has main role in enticing the consument to purchase the product. The competitive price factor can make the consument consistent to buy the product from the company instead of buying from the competitors. Thus, the correct price strategy implementation can make leverage towards the purchasing decision. This research is done to perceive that price implementation has a leverage on purchasing decision at pada rumah makan soto dan sop nanda jalan sei blutu pasar IX No.12 Medan. The associative method in this research is using quantitative approach. The population in this research is all consument in Rumah Makan Soto dan Sop Nanda. The sample in the research consists of 95 persons. The amount of the sample is obtained by using probability sampling technique and proportionate stratified random sampling technique. The primary data of this research is obtained by using questioner which the score that gotten is using Likert scale and processed by statistic in SPSS Program version 18.00 therefore t-test model, however data analyse technique that used is simple linear regression technique and correlation technique between the two variable to prove that there’s leverage in price implementation towards purchasing decision at rumah makan soto dan sop nanda. Based on the deduction test, the number that obtained is positive 0.001. This means that there’s a significant leverage between price implementation towards consument purchases with the leverage level is 64.8%, therefore the deduction that states there was a leverage between product price towards consument purchasing decision at rumah makan soto dan sop nanda can be approved.