PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus di Billionaire Store Bandung)

Abstract

The purpose of this study was to determine consumer ratings of prices and to determine the effect of
prices on purchasing decisions at Billionaire Store Bandung.
This research was conducted at Bandung Billionaire Store where researchers conducted Work
Practices. Billionaire Store Bandung is a company engaged in writing, printing and publishing business
books. 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 results of research on consumer ratings of the price of books in the Billionaire Store can be accepted
by consumers and are not a problem, but must still adjust the price set with the quality of the book. The
results of the analysis stated that the price has a significant effect on purchasing decisions at Billionaire
Store Bandung, amounting to 85.7%, which means that the book price set by the Billionaire has a value
or a great influence on consumer purchasing decisions.