KHAIRA INTAN NABILA, -
PENGARUH KERAGAMAN PRODUK, PERSEPSI HARGA DAN PROMOSI
TERHADAP KEPUTUSAN PEMBELIAN MERCHANDISE KPOP DENGAN
METODE PARTIAL LEAST SQUARE (PLS) – STRUCTURE EQUATION
MODELING (SEM)
(Studi Kasus: Cherrys.lab).
https://ejournal.aibpmjournals.com/index.php/IJABIM/index.
Abstract
This research was conducted in the city of Pekanbaru, namely at the Cherrys.lab shop which sells products
in the form of K-pop merchandise. This research aims to determine and analyze the relationship between
product diversity, price perceptions and promotions on purchasing decisions. This research uses the
Partial Least Square (PLS)–Structual Equation Modeling (SEM) method, by processing data obtained from
a questionnaire with a total of 97 respondents. The results of data processing show that product diversity,
price perceptions and promotions have a positive influence on purchasing decisions. Data obtained on the
significance of product diversity, namely the t table significance value of 2.261 > 1.98580, then price
perception with a t table significance value of 3.367 > 1.98580 and finally promotion has a t table
significance value of 10.710 > 1.98580. From the processing carried out at the cherrys.lab store, the RSquad
value was obtained, namely the purchasing decision variable value of 0.942. This value explains
that the percentage of product diversity, price perception and promotion is 94.2%, while 5.8% is not
included in the calculation.
Keywords : Partial Least Square (PLS)– Structual Equation Modeling (SEM) Method,
Product Diversity, Price Perception, Promotion, Buying decision.
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