YURIA, LISMA URFA (2020) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN KERUPUK RAMBAK UD. PUTRA MANUNGGAL DESA KAUMAN KEC. BANGSAL KAB. MOJOKERTO. Diploma thesis, STIE MAHARDHIKA.
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Abstract
This purpose of this study is to determine the effect of Product Quality, Price and Promotion on Purchasing Decisions, as well as to find out the dominant variables that influence Purchasing Decisions. This research was conducted using a quantitative descriptive approach, which is research that focuses on testing hypotheses with statistical analysis tools and produces conclusions that can be generalized. This study uses primary data sources derived from the distribution of questionnaires to respondents with a sample of 40 respondents. The sample of respondents in this study used the probability sampling method. While the sampling method of this study uses a simple random sampling method. The test instrument used is multiple linear regression analysis techniques using SPSS software version 21. After testing the proposed hypothesis, the results obtained t test the product quality variable t value = 1.430 <t table = 2.028, the price variable t value = 1.574 <t table = 2.028, and the promotion variable is t count = 0.741 <t table 2.028, which means that the product quality, price, and promotion variables have no significant effect on consumer purchasing decisions. And the test results f of f arithmetic = 5.388> f table = 3.26 with a significance level of 0.004 <0.05 which means that the variable quality of products, prices, and promotions simultaneously have a significant effect on consumer purchasing decisions. In this study the variable that has the dominant influence on purchasing decisions is the price variable. And the adjusted R2 value of 0.252 indicates that the contribution of product quality, price, and promotion in influencing consumer purchasing decisions is 25.2%, while the remaining 74.8% is explained by other variables outside the model.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | product quality, price, promotion, purchase decision |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 28 Feb 2020 05:23 |
| Last Modified: | 03 Jan 2023 08:58 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1382 |
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