Pengaruh Harga Terhadap Keputusan Pembelian Di Ampstudio Purwakarta
DOI:
https://doi.org/10.62739/jb.v13i2.139Keywords:
Harga, Keputusan pembelian, Usaha Jasa LokalAbstract
Tujuan: Penelitian ini bertujuan menganalisis pengaruh harga terhadap keputusan pembelian konsumen Ampstudio Purwakarta.
Metodologi/Pendekatan: Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 96 responden yang dipilih menggunakan nonprobability sampling melalui teknik incidental sampling. Analisis data dilakukan secara deskriptif dan asosiatif dengan pendekatan kausal menggunakan analisis regresi linear sederhana menggunakan SPSS.
Hasil: Hasil penelitian menunjukkan bahwa harga berpengaruh signifikan terhadap keputusan pembelian dengan kontribusi sebesar 17,2%, sedangkan 82,8% dipengaruhi oleh variabel lain di luar model penelitian. Temuan ini mengindikasikan bahwa meskipun harga berperan dalam keputusan pembelian, faktor nonharga memiliki pengaruh yang lebih dominan.
Implikasi Praktis: Hasil penelitian dapat menjadi dasar perumusan strategi penetapan harga yang lebih selaras dengan karakteristik pasar sasaran.
Kebaruan: Penguatan konsep bahwa keputusan pembelian pada usaha jasa kreatif skala lokal tidak hanya ditentukan oleh harga, melainkan dipengaruhi secara lebih kompleks oleh faktor nilai dan pengalaman konsumen, dengan dukungan data empiris internal Ampstudio Purwakarta periode 2022–2024.
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