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      "abstract": "TRI HANDAYANI ASTUTI 021121450. Pengaruh Persepsi Harga Terhadap Minat Beli Pada \r\nSupermarket Yogya Grand Dramaga. Skripsi Manajemen Pemasaran Fakultas Ekonomi dan \r\nBisnis Universitas Pakuan Bogor. Dibawah bimbingan ketua komisi pembimbing OKTORI \r\nKISWATI ZAINI dan anggota komisi pembimbing H. ERIK IRAWAN SUGANDA 2025.\r\nPersaingan yang ketat di bisnis ritel yang menuntut perusahaan untuk menerapkan strategi \r\npemasaran yang tepat, terutama dalam penetapan harga. Persaingan ini memengaruhi perilaku \r\nkonsumen dalam memilih tempat berbelanja, yang pada akhirnya berdampak pada minat beli. \r\nPenelitian ini bertujuan untuk mengatahui seberapa besar pengaruh persepsi harga terhadap \r\nminat.\r\nPenelitian ini merupakan penelitian kuantitatif, dilakukan pada konsumen yang telah \r\nberkunjung pada Supermarket Yogya Grand Dramaga. Pemilihan responden dilakukan dengan \r\nmetode non probability sampling, yakni teknik purposive sampling dengan total 100 \r\nresponden berdasarkan hasil rumus slovin. Pengumpulan data dilakukan melalui penyebaran \r\nkuesioner dan metode analisis data menggunakan analisis deskriptif, uji asumsi klasik, regresi \r\nlinear sederhana dan uji hipotesis. Analisis tersebut menggunakan sofware SPSS 25.\r\nHasil rata-rata tanggapan responden mengenai variabel persepsi harga pada setiap indikator \r\nyaitu keterjangkauan harga, kesesuaian harga dengan kualitas, kesesuaian harga dengan \r\nmanfaat, daya saing harga diperoleh nilai rata-rata tanggapan responden sebesar 89,24% dan \r\nberada pada interval (84%%-100%) dengan keterangan sangat baik. Hal itu menunjukkan \r\nbahwa sebagian besar konsumen menyatakan setuju atas semua pernyataan yang ada pada \r\nkuesioner.\r\nHasil rata-rata tanggapan responden mengenai variabel minat beli pada setiap indikator yaitu \r\nminat transaksional, minat referensial, minat preferensial, minat eksploratif diperoleh nilai \r\nrata-rata tanggapan responden sebesar 86,35% dan berada pada interval (84%%-100%) \r\ndengan keterangan sangat baik. Hal itu menunjukan bahwa sebagian besar konsumen \r\nmenyatakan sangat setuju atas semua pernyataan yang ada pada kuesioner ketika mau \r\nmelakukan proses pembelian.\r\nHasil dari penelitian menunjukkan bahwa uji statistik parsial (uji t) pada persepsi harga \r\ndiperoleh nilai sig. 0,000 < 0,05 artinya persepsi harga terhadap minat beli berpengaruh positif \r\ndan signifikan.\r\nKata kunci : Persepsi Harga, Minat Beli",
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