PENGARUH IKLAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ANNA ONLINE SHOP DI KOTA PALOPO

ARYANTI, AYU (2024) PENGARUH IKLAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ANNA ONLINE SHOP DI KOTA PALOPO. Other thesis, Institut Agama Islam Negeri Palopo.

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Abstract

Ayu Aryanti, 2024 “Pengaruh Iklan Dan Promosi Penjualan Terhadap
Keputusan Pembelian Pada Toko Anna Online Shop di Kota
Palopo”. Skripsi Program Studi Manajemen Bisnis Syariah
Fakultas Ekonomi Dan Bisnis Islam Institut Agama Islam
Negeri Palopo Di Bimbing Oleh Nurdin Batjo, S.Pt., M.M.
Fokus penelitian ini membahas tentang pengaruh iklan dan promosi
penjualan terhadap keputusan pembelian pada toko anna online shop di kota
palopo. Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh iklan
dan promosi penjualan terhadap keputusan pembelian pada Toko Anna Online
Shop di Kota Palopo.
Metode yang digunakan adalah metode penelitian kuantitatif dengan
menggunakan rumus lemeshow dengan teknik penarikan sampel menggunakan
purposive sampling, sehingga jumlah sampel yang di gunakan sebanyak 100
responden. Adapun teknik analisis data yang digunakan dalam penelitian ini
diantaranya uji asumsi klasik yang terdiri dari uji normalitas, uji multikolonearitas
dan uji heterokedastisitas, kemudian uji regresi linear berganda, uji hipotesis yang
terdiri dari uji parsial (uji T), uji simultan (uji F), dan uji determinasi (uji R2).
Dari hasil penelitian ini, variabel Iklan (X1) ( thitung 3,985 > ttabel 1,985),
maka H01 ditolak dan H11 diterima yang berarti terdapat pengaruh iklan(X1)
terhadap keputusan pembelian (Y). Sedangkan, variabel promosi penjualan (X2)
(thitung 2,445 > ttabel 1,985), maka H02 ditolak dan H12 diterima yang berarti
terdapat pengaruh promosi penjualan (X2) terhadap keputusan pembelian (Y).
Berdasarkan hasil analisis uji F diperoleh nilai Fhitung (25,771) > Ftabel (3,939) dan
nilai signifikansinya (0,000) < 0,05 maka terdapat pengaruh positif dan signifikan
variabel Iklan (X1) dan Promosi Penjualan (X2) secara simultan pada keputusan
pembelian (Y) sehingga H03 ditolak dan H13 diterima. Berdasarkan penelitian ini
didapat nilai koefisien determinasi (R2) sebesar 0,347. Angka tersebut
memperlihatkan dari Iklan (X1) dan Promosi Penjualan (X2) berpengaruh sebesar
34% pada Keputusan Pembelian (Y). Sedangkan 66% lainnya dipengaruhi oleh
faktor diluar penelitian.
Kata Kunci: Iklan, Promosi Penjualan, Keputusan Pembelian.
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ABSTRACT
Ayu Aryanti, 2024. "The Influence of Advertising and Sales Promotion on
Purchase Decisions at Anna Online Shop in Palopo City."
Undergraduate Thesis, Sharia Business Management
Program, Faculty of Islamic Economics and Business, State
Islamic Institute of Palopo, supervised by Nurdin Batjo,
S.Pt., M.M.
This research focuses on the influence of advertising and sales promotions
on purchase decisions at Anna Online Shop in Palopo City. The aim of the study
is to determine the extent to which advertising and sales promotions affect
purchase decisions at Anna Online Shop in Palopo City.
The method used is quantitative research with the Lemeshow formula and
purposive sampling technique, resulting in a sample size of 100 respondents. Data
analysis techniques include classical assumption tests such as normality test,
multicollinearity test, and heteroscedasticity test, followed by multiple linear
regression analysis, hypothesis testing including partial test (T test), simultaneous
test (F test), and determination test (R² test).
From the results of this study, the Advertising variable (X1) has a t-value
of 3.985, which is greater than the t-table value of 1.985. Therefore, H01 is
rejected and H11 is accepted, indicating that there is an influence of Advertising
(X1) on Purchase Decision (Y). Similarly, the Sales Promotion variable (X2) has
a t-value of 2.445, which is greater than the t-table value of 1.985. Therefore, H02
is rejected and H12 is accepted, indicating that there is an influence of Sales
Promotion (X2) on Purchase Decision (Y).Based on the F test analysis, the F�value obtained is 25.771, which is greater than the F-table value of 3.939, and the
significance value is 0.000, which is less than 0.05. This indicates a positive and
significant simultaneous effect of the Advertising (X1) and Sales Promotion (X2)
variables on Purchase Decision (Y), so H03 is rejected and H13 is
accepted.According to this study, the coefficient of determination (R²) is 0.347.
This figure shows that Advertising (X1) and Sales Promotion (X2) explain 34% of
the variation in Purchase Decision (Y), while the remaining 66% is influenced by
factors outside of the study.
Keywords: Advertising, Sales Promotion, Purchase Decision.

Item Type:	Thesis (Other)
Subjects:	600 Teknologi, Ilmu Terapan > 650.07 Pendidikan, Riset Penelitian Bisnis
Divisions:	Fakultas Ekonomi Bisnis Islam > Program Studi S-1 Manajemen Bisnis Syariah
Depositing User:	S.Ag Ilda Azizah
Date Deposited:	28 Nov 2024 02:29
Last Modified:	28 Nov 2024 02:29
URI:	http://repository.iainpalopo.ac.id/id/eprint/9686

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