OCTADYLA, MALIKAL MULKI (2022) Pengaruh Promosi Terhadap Keputusan Pembelian Melalui Variabel Pengetahuan Serta Tinjauan dari Perspektif Ekonomi Islam (Survei pada Konsumen Perumahan Surya Akbar Tanjung Barangan Kota Palembang). Undergraduate Thesis thesis, UIN RADEN FATAH PALEMBANG.
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Abstract
This study aims to determine and analyze the effect of promotion on purchasing decisions through knowledge variables and a review from an Islamic economic perspective (Survey on Consumers of Surya Akbar Tanjung Barangan Housing, Palembang City). This study uses a quantitative approach as well as a discussion of the review from the perspective of Islamic economics using a qualitative approach. The data collection technique method in this study used a questionnaire using a Likert scale . The population in this study was 270 units consisting of 115 inhabited housing units, 131 uninhabited units, and 24 unsold housing units. Based on a population of 115 inhabited housing units, the sampling technique was 115 consumers from 270 units of Surya Akbar Tanjung Barangan housing using saturated sampling technique. The data analysis technique used classical assumption test, path analysis, and causal step. The results of this study indicate that promotion has a positive and significant effect on purchasing decisions, the value of t count > t table 5.581> 1.98137 and the value of sig. 0.000 < 0.05. Promotion has a positive and significant effect on knowledge, the value of t count > t table 3.956 > 1.98118 and the value of sig. 0.000 < 0.05. Knowledge has a positive and significant effect on purchasing decisions, the value of t count > t table 6.881 > 1.98137 and the value of sig. 0.000 < 0.05. Knowledge mediates the relationship between Promotions and Purchase Decisions obtained the value of sig. coefficient a 0.001 and coefficient b 0.000 <0.05. As viewed from Islamic Economic Perspective on the variables Promotions and Purchase Decisions, it is found that the developers of this project is according to Islamic law. Generally as for the consumer perspective, it is found that they have adequate knowledge regarding products that suits Islamic Law particularly housing products. Keywords: Promotion, Purchase Decision, Knowledge
| Item Type: | Thesis (Undergraduate Thesis) |
|---|---|
| Uncontrolled Keywords: | Promotion, Purchase Decision, Knowledge |
| Subjects: | Ekonomi dan Bisnis Islam > Ekonomi Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > 60202 - Ekonomi Syariah (S1) |
| Depositing User: | UPT PERPUSTAKAAN #3 |
| Date Deposited: | 20 Jun 2022 03:47 |
| Last Modified: | 20 Jun 2022 03:47 |
| URI: | http://repository.radenfatah.ac.id/id/eprint/20763 |
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