Pengaruh Iklan, Diferensiasi Produk Dan Penerapan Khiyar Terhadap Keputusan Pembelian Baju Muslim Di Batik Luza Pekalongan

Santyka, Alin Agil (2023) Pengaruh Iklan, Diferensiasi Produk Dan Penerapan Khiyar Terhadap Keputusan Pembelian Baju Muslim Di Batik Luza Pekalongan. Undergraduate Thesis thesis, UIN. K. H. Abdurrahman Wahid Pekalongan.

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Abstract

ABSTRAK ALIN AGIL SANTYKA.Pengaruh Iklan, Diferensiasi Produk Dan Penerapan Khiyar Terhadap Keputusan Pembelian Baju Muslim Di Batik Luza Pekalongan Salah satu industri yang melayani kebutuhan manusia di Indonesia adalah industri garmen (fashion). Di masa lalu, fashion dianggap hanya sebagai penutup tubuh. Namun seiring berjalannya waktu, masyarakat menyadari pentingnya kebutuhan fashion yang tidak hanya sebatas memakai pakaian tetapi juga mengikuti trend fashion yang semakin fresh dan fashionable. Salah satu industri yang menjual baju muslim terkenal di Pekalongan yaitu toko Baju Muslim Batik Luza, Pekalongan. Adanya perubahan zaman di kalangan masyarakat, menuntut pelaku usaha harus mempertimbangkan beberapa faktor yang menentukan konsumen dalam pengambilan keputusan untuk memilih sebuah toko baju muslimah, seperti iklan, diferensiasi produk dan khiyar. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh iklan, diferensiasi produk dan khiyar terhadap keputusan pembelian di Batik Luza Pekalongan. Penelitian ini menggunakan metode analisis regresi linier berganda. Populasi dalam penelitian ini adalah konsumen Toko Batik Luza Pekalongan yang tidak dapat diketahui jumlahnya, dengan sampel sejumlah 98 responden. Teknik pengambilan sampel menggunakan accidental sampling dan metode pengumpulan data menggunakan kuesioner. Hasil penelitian menunjukan bahwa secara parsial variabel iklan berpengaruh positif dan signifikan terhadap keputusan pembelian. Sedangkan variabel diferensiasi produk berpengaruh secara positif dan signifikan sedangkan khiyar tidak berpengaruh signifikan terhadap keputusan pembelian di Toko Batik Luza Pekalongan. Secara simultan variabel iklan, diferensiasi produk dan khiyar berpengaruh signifikan terhadap keputusan pembelian dengan hasil fhitung 9,174 > ftabel sebesar 2,70 dan nilai signifikan 0,000 < 0,05 serta kontribusi tiga variabel bebas tersebut sebesar 20,2% dibuktikan dari nilai R square sebesar 0,202. Kata Kunci: Iklan, diferensiasi Produk dan Khiyar, Keputusan Pembelian   ABSTRACT ALIN AGIL SANTYKA. The Influence of Advertising, Product Differentiation And The Application Of Khiyar To The Purchase Decision Of Muslim Dress In Batik Luza Pekalongan One of the industries that serve human needs in Indonesia is the garment (fashion) industry. In the past, fashion was considered only as a body covering. However, over time, people have realized the importance of fashion needs, which are not only limited to wearing clothes but also following fashion trends that are increasingly fresh and fashionable. One of the industries that sells famous Muslim clothes in Pekalongan is the Luza Batik Muslim clothes shop, Pekalongan. The changing times in society require business actors to consider several factors that determine consumers in making a decision to choose a Muslim clothing store, such as advertising, product differentiation and khiyar. This study aims to determine how much influence advertising, product differentiation and khiyar have on purchasing decisions at Batik Luza Pekalongan. This study uses multiple linear regression analysis method. The population in this study were consumers of Batik Luza Pekalongan shop whose number cannot be known, with a sample of 98 respondents. The sampling technique uses accidental sampling and the data collection method uses a questionnaire. The results of the study show that partially the advertising variable has a positive and significant effect on purchasing decisions. Meanwhile, the product differentiation variable has a positive and significant effect, while khiyar has no significant effect on purchasing decisions at the Luza Batik Shop in Pekalongan. Simultaneously the advertising variables, product differentiation and khiyar have a significant effect on purchasing decisions with the results fcount 9.174 > ftable of 2.70 and a significant value of 0.000 <0.05 and the contribution of the three independent variables is 20.2% as evidenced by the R square value of 0.202 . Keywords: Advertising, Product and Khiyar differentiation, Purchase Decision

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