Pengaruh penetapan harga terhadap minat beli konsumen pada apotek maksum farma maja Kabupaten Majalengka
DOI:
https://doi.org/10.32670/ht.v2i3.1469Keywords:
Pricing and buying interestAbstract
The purpose of conducting this research is to collect information that will be
used to analyze the effect of pricing on consumer buying interest at Maksum
Farma Maja Pharmacy, Majalengka Regency. And is expected to assist the
company in solving the problems faced following the topic taken by the author
by analyzing, especially information and data regarding the effect of pricing on
consumer buying interest. This research was conducted at Maksum Farma Maja
Pharmacy, Majalengka Regency. The method used in this research is
descriptive and verification method with a qualitative approach. The unit of
analysis in this study is pricing as an independent variable and consumer buying
interest as the dependent variable. The sampling of 96 respondents in this study
used the accidental sampling method. To determine the effect of price-fixing on
consumer buying interest, the statistical analysis uses simple linear regression
analysis, correlation coefficient, coefficient of determination, and hypothesis
testing using a t-test. Based on the analysis results, there is an influence between
price-fixing on consumer buying interest. This is evidenced by the results of the
calculation of tcount of 9.5592, which is more significant than ttable which is
1.66123 for the two-party test, the significant level is 0.05 at DK = 94, then Ha
is accepted, that is, thus then the author can conclude that pricing can support
consumer buying interest. The result of the calculation of the correlation value
is 0.7021. This value indicates the strength of the relationship is included in the
category of a strong relationship. From the analysis of the coefficient of
determination, it is known that the value of R square is 0.4929 or 49.29%. This
shows that the price-setting influences the variable of consumer buying interest
by 49.29%. The rest, amounting to 50.71%, is determined by factors outside this
research. From the calculation of the regression coefficient, the equation Y =
2.89 + 0.42X is obtained. The regression coefficient of 0.42 states that every
increase (because b is marked +) 1 unit of pricing will increase consumer
buying interest by 0.42 units
References
Abdullah, M. 2014. Manajemen dan Evaluasi Kinerja Karyawan. . Yogyakarta: Aswaja
Pressindo.
Annafik, Aldaan Faikar. 2012. “Analisis Pengaruh Kualitas Produk, Harga, Dan Daya
Tarik Iklan Terhadap Minat Beli Sepeda Motor Yamaha (Studi Kasus Pada
Konsumen Yamaha Ss Cabang Kedungmundu Semarang).” jurnal Ekonomika
Dan Bisnis: Universitas Dipenogoro, Semarang.
As'ad, Moh. 2009. Perilaku Organisasi. Yogyakarta: Liberty.
Assauri, Sofyan. 2013. Manajemen Produksi dan Operasi. Edisi Revisi. Jakarta: Fakultas
Ekonomi Universitas Indonesia.
Basu, Swasta. 2010. Manajemen Penjualan: Pelaksanaan Penjualan. Yogyakarta: BPEE.
Crow, A, dan L Crow. 2008. Psikologi Belajar. Surabaya: Bina Ilmu.
Engel, James F, dan et al. 2006. Perilaku Konsumen. Jakarta: PT Gramedia Pustaka.
Utama.
Guiltinan, Joseph P, dan Gordon W Paul. 2012. Strategi dan Program Manajemen.
Pemasaran. Edisi Kedua. . Jakarta: Erlangga.
Hawkins, Best, dan Coney. 2014. Consumer Behavior, Building Marketing Strategy.
International Edition,. New York: Mc Graw Hill Companies, Inc.
Hurlock, Elizabeth B. 2011. Psikologi Perkembangan : Suatu Pendekatan Sepanjang
Rentang. Kehidupan. Jakarta: Erlangga.
Indriyo, Agus, Gitusudarmo, dan Basri. 2008. Manajemen Keuangan. Yogyakarta: BPFE.
Joel, Greg. 2014. “Pengaruh Motivasi, Persepsi Harga, Dan Kualitas Produk Terhadap
Minat Beli Konsumen Sepeda Motor Matic Merek Yamaha Mio Di Kota
Manado.” Jurnal EMBA Vol.2 No.3 September 2014 1463-1472.
Jones, Richard Nelson. 2012. Teori dan Praktik Konseling dan Terapi. Yogyakarta:
Pustaka Pelajar.
Kotler, Philip, dan Gary Armstrong. 2014. Principle Of Marketing 15th edition. New
Jersey: Pearson Prentice Hall.
Kotler, Philip, dan Kevin Lane Keller. 2016. Manajemen Pemasaran (Edisi Terjemahan)
Edisi 12. Jakarta: PT. Indeks.
Kotler, Phillip. 2013. Manajemen Pemasaran, Edisi 13. Jakarta : Erlangga.
Kristanto, Yuni, dan Seto Dwi Wicaksono. 2009. “Pengaruh Harga dan Kualitas
Pelayanan Terhadap Minat Beli Konsumen di Apotek Barito Farma Sukoharjo
(Influence of the price and service quality to consumer buys intention in Apotek
Barito Farma Sukoharjo).” ISSN: (2302-1322).
Mowen, C. Jhon. 2012. Perilaku Konsumen. Jilid 3. Jakarta: Erlangga.
Narimawati, Umi. 2008. Metodologi Penelitian Kualitatif dan Kuantitatif, Teori dan
Aplikasi. Bandung: Agung Media.
Nasional, Departemen Pendidikan. 2012. Kamus Besar Bahasa Indonesia Pusat. Bahasa
Edisi Keempat. Jakarta: PT. Gramedia Pustaka Utama.
Nitisemito, Alex. S. 2012. Manajemen Personalia. Edisi Revisi,. Jakarta: Penerbit Ghalia
Indonesia.
Pepadri, Isman. 2002. “Pricing is the Moment of Truth: All Marketing Comes to Focus
in the Pricing Decision.” Jurnal Usahawan No.10 16-21.
Rasyid, Harun Al. 2004. Teknik Penarikan Sampel dan Penyusunan Skala. Bandung:
Universitas Padjajaran.
Riduwan. 2013. Skala Pengukuran Vaiabel-variabel Penelitian. Bandung: Alfabeta.
Roudhah, Hasni. 2013. “Pengaruh Iklan dan Harga Terhadap Minat Beli Mitsubishi
Mirage Pada PT Darussalam Berlian Motor Mitsubishi Banda Aceh.” Skripsi.
Saladin, Djaslim. 2013. Manajemen Pemasaran. Bandung: Linda Karya.
Saladin, Djaslim, dan Herry Achmad Buchory. 2010. Manajemen Pemasaran. Bandung:
Linda Karya.
Shaleh, Rahman Abdul, dan Abdul Muhhib Wahab. 2004. Psikologi Suatu Pengantar
Dalam. Perspektif Islam. Jakarta: Kencana.
Slameto. 2015. Belajar dan Faktor yang Mempengaruhinya. Jakarta: Rineka Cipta.
Soegoto, Eddy Soeryanto. 2009. Enterpreneurship, Edisi Pertama. Jakarta: PT. Elek.
Media Komputindo.
Staton, William J. 2007. Prinsip Pemasaran, terj. oleh Sadu Sundaru. Jakarta: Erlangga.
Sugiyono. 2016. Metodologi Penelitian Kuantitatif Edisi ke 12. Jakarta: Cv. Balai
Pustaka.
Sumarwan, Ujang. 2013. Perilaku Konsumen. Jakarta: Ghalia Indonesia.
Supranto, J. 2011. Statistika. Jakarta: Erlangga.
Susanto, Harry Eko. 2010. Komunikasi Manusia. Jakarta: Mitra Wacana Media.
Tjiptono, Fandy. 2014. Pemasaran Jasa: Prinsip, Penerapan dan Penelitian.
Yogyakarta: Andi Offset.
Tripratiwi, Diar. 2016. “Analisis Pengaruh Harga, Keunggulan Produk Dan Citra Merek
Terhadap Minat Konsumen Dalam Pembelian Mobil Mitsubishi Sport Pada PT
Bumen Redja Abadi Semarang”.” Journal Of Management, Volume 2 No.2 Maret
Umar, Husen. 2018. Riset Pemsaran dan Prilaku Konsumen. Jakarta: PT. Gramedia
Pustaka Utama.
Wetherington, Cart. 2003. Psikologi Pendidikan Terjemahan M. Ngalim Purwanto.
Jakarta: Remaja Rindu Jaya.
Woodworth, R S, dan D G Marquis . 2001. Psycology. New York: Holt
