PENGARUH TOPIK, PROMOSI DAN DAYA BELI TERHADAP KEPUTUSAN PEMBELIAN BUKU (Studi Kasus : Buku Amji Attak Kisah Perjuangan Sang Bhayangkara Resimen Pelopor Brimob Polri)
Item
Title
PENGARUH TOPIK, PROMOSI DAN DAYA BELI TERHADAP KEPUTUSAN PEMBELIAN
BUKU (Studi Kasus : Buku Amji Attak Kisah Perjuangan Sang Bhayangkara Resimen Pelopor Brimob Polri)
BUKU (Studi Kasus : Buku Amji Attak Kisah Perjuangan Sang Bhayangkara Resimen Pelopor Brimob Polri)
Description
Christina Salomita1, Mariati Tamba2, Nurminingsih3
Program Studi Administrasi Bisnis, Program Magister, Program Pascasarjana Universitas Respati Indonesia Jakarta Tahun 2023
Email : salomitapro@gmail.com, mariati.tamba@yahoo.com, nings@urindo.ac.id
Abstrak
Berdasarkan survei Ikatan Penerbit Indonesia (IKAPI) terhadap 100 responden pada 16-20 April 2020, toko buku mengalami penurunan pendapatan, hingga penutupan toko dan beberapa penerbit. Rata-rata orang Indonesia hanya membeli dua buku dalam setahun, dan membeli buku dengan topik pendidikan untuk buku sekolah. Dibandingkan jumlah penduduk, produksi buku di Indonesia terendah di antara negara di ASEAN. Penelitian ini bertujuan untuk mengetahui Pengaruh Topik, Promosi dan Daya Beli terhadap Keputusan Pembelian Buku (Studi Kasus Buku Amji Attak Kisah perjuangan Sang Bhayangkara Resimen Brimob Polri). Penelitian ini menggunakan metode kuantitatif dengan variabel penelitian bebas yaitu Topik (X1), Promosi(X2), Daya Beli (X3) dan Keputusan Pembelian sebagai variabel terikat atau Y. Data dikumpulkan menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya, dan disebarkan kepada 90 orang responden, pembeli buku Amji Attak, terdiri dari 50 responden dari Markas Korps Brimob Polri Pusat, Depok, Jawa Barat, dan 40 responden pembeli buku Amji Attak di Provinsi DKI Jakarta dan provinsi Kalimantan Barat. Penentuan Sampel responden dilakukan secara Random Sampling. Analisis data menggunakan Structural Equation Modelling- Partial Least Square (SEM-PLS), dengan program SmartPLS3, yaitu uji validitas (Convergent Validity), Discriminant Validity, Aveange Variance Extracted (AE), uji reliabilitas (Composite Reability dan Cronbach’s Alpha). R. Square, Path Coefficient pada penelitian ini menghasilkan kesimpulan bahwa Topik berpengaruh terhadap Keputusan Pembelian, Promosi berpengaruh terhadap Keputusan Pembelian, Daya Beli berpengaruh terhadap Keputusan Pembelian.
Kata Kunci : Pengaruh, Topik, Promosi, Daya Beli, Keputusan Pembelian
THE INFLUENCE OF TOPICS, PROMOTIONS AND PURCHASING POWER ON BOOK
PURCHASE DECISIONS (Case Study of Amji Attak's Book The Struggle of Sang Bhayangkara Pioneer Regiment of Mobile Brigade Police of Indonesia)
ABSTRACT
Based on a survey by the Indonesian Publishers Association (IKAPI) of 100 respondents on April 16-20 2020, bookstores experienced a decline in revenue, leading to the closure of stores and several publishers. The average Indonesian only buys two books a year, and buys books on educational topics and school books. Compared to the total population, book production in Indonesia is the lowest among ASEAN countries. This study aims to determine the influence of topics, promotions and purchasing power on purchasing decisions (Case Study of Amji Attak's book The story of the struggle of Sang Bhayangkara Regimen Brimob Polri). This study uses a quantitative method with independent research variables namely Topic (X1), Promotion (X2), Purchasing Power (X3) and Purchase Decision as the dependent variable or Y. Data was collected using a questionnaire that had been tested for validity and reliability, and distributed to 90 Respondents, buyers of Amji Attak's books, consisted of 50 respondents from the Central Police Mobile Brigade Corps Headquarters, Depok, West Java, and 40 respondents who bought Amji Attak's books in DKI Jakarta Province and West Kalimantan Province. The determination of the respondent sample was carried out by random sampling. Data analysis used Structural Equation Modeling- Partial Least Square (SEM-PLS), with the SmartPLS3 program, namely validity tests (Convergent Validity), Discriminant Validity, Average Variance Extracted (AE), reliability tests (Composite Reliability and Cronbach's Alpha). R. Square, Path Coefficient in this study resulted in the conclusion that Topic influences Purchasing Decisions, Promotion influences Purchasing Decisions, Purchasing Power influences Purchase Decisions.
Keywords: Influence, Topic, Promotion, Purchasing Power, Purchase Decision
Program Studi Administrasi Bisnis, Program Magister, Program Pascasarjana Universitas Respati Indonesia Jakarta Tahun 2023
Email : salomitapro@gmail.com, mariati.tamba@yahoo.com, nings@urindo.ac.id
Abstrak
Berdasarkan survei Ikatan Penerbit Indonesia (IKAPI) terhadap 100 responden pada 16-20 April 2020, toko buku mengalami penurunan pendapatan, hingga penutupan toko dan beberapa penerbit. Rata-rata orang Indonesia hanya membeli dua buku dalam setahun, dan membeli buku dengan topik pendidikan untuk buku sekolah. Dibandingkan jumlah penduduk, produksi buku di Indonesia terendah di antara negara di ASEAN. Penelitian ini bertujuan untuk mengetahui Pengaruh Topik, Promosi dan Daya Beli terhadap Keputusan Pembelian Buku (Studi Kasus Buku Amji Attak Kisah perjuangan Sang Bhayangkara Resimen Brimob Polri). Penelitian ini menggunakan metode kuantitatif dengan variabel penelitian bebas yaitu Topik (X1), Promosi(X2), Daya Beli (X3) dan Keputusan Pembelian sebagai variabel terikat atau Y. Data dikumpulkan menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya, dan disebarkan kepada 90 orang responden, pembeli buku Amji Attak, terdiri dari 50 responden dari Markas Korps Brimob Polri Pusat, Depok, Jawa Barat, dan 40 responden pembeli buku Amji Attak di Provinsi DKI Jakarta dan provinsi Kalimantan Barat. Penentuan Sampel responden dilakukan secara Random Sampling. Analisis data menggunakan Structural Equation Modelling- Partial Least Square (SEM-PLS), dengan program SmartPLS3, yaitu uji validitas (Convergent Validity), Discriminant Validity, Aveange Variance Extracted (AE), uji reliabilitas (Composite Reability dan Cronbach’s Alpha). R. Square, Path Coefficient pada penelitian ini menghasilkan kesimpulan bahwa Topik berpengaruh terhadap Keputusan Pembelian, Promosi berpengaruh terhadap Keputusan Pembelian, Daya Beli berpengaruh terhadap Keputusan Pembelian.
Kata Kunci : Pengaruh, Topik, Promosi, Daya Beli, Keputusan Pembelian
THE INFLUENCE OF TOPICS, PROMOTIONS AND PURCHASING POWER ON BOOK
PURCHASE DECISIONS (Case Study of Amji Attak's Book The Struggle of Sang Bhayangkara Pioneer Regiment of Mobile Brigade Police of Indonesia)
ABSTRACT
Based on a survey by the Indonesian Publishers Association (IKAPI) of 100 respondents on April 16-20 2020, bookstores experienced a decline in revenue, leading to the closure of stores and several publishers. The average Indonesian only buys two books a year, and buys books on educational topics and school books. Compared to the total population, book production in Indonesia is the lowest among ASEAN countries. This study aims to determine the influence of topics, promotions and purchasing power on purchasing decisions (Case Study of Amji Attak's book The story of the struggle of Sang Bhayangkara Regimen Brimob Polri). This study uses a quantitative method with independent research variables namely Topic (X1), Promotion (X2), Purchasing Power (X3) and Purchase Decision as the dependent variable or Y. Data was collected using a questionnaire that had been tested for validity and reliability, and distributed to 90 Respondents, buyers of Amji Attak's books, consisted of 50 respondents from the Central Police Mobile Brigade Corps Headquarters, Depok, West Java, and 40 respondents who bought Amji Attak's books in DKI Jakarta Province and West Kalimantan Province. The determination of the respondent sample was carried out by random sampling. Data analysis used Structural Equation Modeling- Partial Least Square (SEM-PLS), with the SmartPLS3 program, namely validity tests (Convergent Validity), Discriminant Validity, Average Variance Extracted (AE), reliability tests (Composite Reliability and Cronbach's Alpha). R. Square, Path Coefficient in this study resulted in the conclusion that Topic influences Purchasing Decisions, Promotion influences Purchasing Decisions, Purchasing Power influences Purchase Decisions.
Keywords: Influence, Topic, Promotion, Purchasing Power, Purchase Decision