ANALISIS PENGARUH HARGA DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BISNIS WILAYAH BANJARBARU PADA PT. INDOMARCO ADI PRIMA CABANG BANJARMASIN

This study aims to determine and prove the effect of price anddistribution channels to the Banjarbaru area’s consumer’s purchasing decision onPT Indomarco Adi Prima Banjarmasin branch. The population in this study arebusiness customers from Banjarbaru area who purchase the product at PT.Indomarco Ad...

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Bibliographic Details
Published inJurnal Ilmiah Ekonomi Bisnis Vol. 3; no. 3
Main Authors Jumiati, Jumiati, Sugiarto, Toto
Format Journal Article
LanguageEnglish
Published 02.11.2017
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Summary:This study aims to determine and prove the effect of price anddistribution channels to the Banjarbaru area’s consumer’s purchasing decision onPT Indomarco Adi Prima Banjarmasin branch. The population in this study arebusiness customers from Banjarbaru area who purchase the product at PT.Indomarco Adi Prima Banjarmasin branch, total at 104 business customers.Sampling was conducted using purposive sampling, and sampling techniquesusing Slovin formula with a total sample of 83 respondents. The analysis resultsobtained in this study are that price and distribution channels both influenceconsumer’s purchasing decision simultaneously and partially. The variable withthe strongest influence to consumer’s purchasing decision at PT. Indomarco AdiPrima Banjarmasin Branch is variable price.Keywords: price, distribution channels, consumer’s purchasing decisionAbstrak: Penelitian ini bertujuan untuk mengetahui dan membuktikan pengaruhharga dan saluran distribusi terhadap keputusan pembelian konsumen bisniswilayah Banjarbaru pada PT. Indomarco Adi Prima cabang Banjarmasin. Populasidalam penelitian ini adalah konsumen bisnis wilayah Banjarbaru yang membeliproduk pada PT. Indomarco Adi Prima cabang Banjarmasin yang berjumlah 104konsumen bisnis. Pengambilan sampel dilakukan menggunakan samplingpurposive, dan teknik pengambilan sampel menggunakan Rumus Slovin dengan jumlah sampel sebanyak 83 responden. Hasil analisis yang diperoleh dalam penelitian ini menunjukkan bahwa variabel harga dan variabel saluran distribusi sama-sama mempengaruhi keputusan pembelian konsumen baik secara simultan maupun secara parsial. Variabel yang pengaruhnya dominan terhadap keputusan pembelian konsumen di PT. Indomarco Adi Prima cabang Banjarmasin adalah variabel harga.Kata kunci : harga, saluran distribusi, keputusan pembelian konsumen
ISSN:2442-4560
2615-2134
DOI:10.35972/jieb.v3i3.132