PENGARUH PENETAPAN HARGA DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO SEKOLAH YAYASAN PERGURUAN SULTAN AGUNG (Survei pada Siswa/i SMA Swasta Sultan Agung)

The formulation of this research problem is how the influence of price and consumen
behaviour on purchase decisions at Toko Sekolah Yayasan Perguruan Sultan Agung. The method
used in this paper is literature research and field research. The population is all consumer of Toko
Sekolah Yayasan Perguruan Sultan Agung which amounted to 146 people. The data used are
qualitative data and quantitative data, and data collection techniques used are questionnaire method,
interview method and documentation method. Then the technique of data analysis using qualitative
descriptive method and quantitative descriptive method.
The result of this study can be summarized as follows: 1. Pricing, consumer behavior and buying
decision have been good. 2. Result of regression analysis is Ŷ = 7,348 + 0,483X1 + 0,753X
2,
meaning
the pricing and consumer behavior have positive influence on the buying decision. 3. The result of the
correlation analysis is r=0.761, meaning that there is a strong and positive relation between pricing,
consumer behavior and buying decision at Toko Sekolah Yayasan Perguruan Sultan Agung. Level of
buying decision can be explained by 57,9% by pricing and consumer behavior. 4. Result of the
hypothesis stated that H
0
is rejected, meaning that the pricing and consumer behavior positive and
significant impact the buying decision at Toko Sekolah Yayasan Perguruan Sultan Agung either
simultaneously or partially.
The suggestions of this research. Pricing can be improved by buying stationary from
suppliers that offer cheaper prices, so that stationary is sold cheaper than the price sold by
competitors.Consumer behavior can be improved by improving the quality and satisfaction, so that
friend will give positive feedback on stationary that is sold. Buying decision can be improved by paying
attention to improvement at the pricing and consumer behavior such as giving discount, adding product
variations, and decreasing product that have cheap price but the quality is bad.