PENGARUH PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KEBAB SOHIB SEPANJANG

Putri, Onny Junya alifa (2019) PENGARUH PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KEBAB SOHIB SEPANJANG. Diploma thesis, STIE MAHARDHIKA.

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Abstract

This study aims to determine the product, price and location of purchasing decisions both simultaneously and partially on Kebab Sohib consumers. In addition, this study aims to determine the dominant influence between the influence of product, price and location on consumer purchasing decisions Kebab Sohib. This research was conducted in Kebab Sohib Along Sidoarjo where the population in this study were Kebab Sohib consumers who came from residential residents and residents of surrounding villages in the past 6 months. While the technique used in this study is Nonprobability Sampling with incidental sampling technique that is sampling based on chance, anyone who happens to be found is considered suitable as a source of data with a total sample of 100 respondents. Data collection techniques using questionnaires. The data analysis technique used in this study is multiple linear regression analysis using the IBM SPSS 21 program. The results of the study show that: 1) product, price and location variables have a simultaneous or joint effect on consumer purchasing decisions of Kebab Sohib Sepanjang. 2) product, price and location variables have a partial effect on consumer purchasing decisions of Kebab Sohib Sepanjang. 3) location variable as the most dominant variable on consumer purchasing decisions Kebab Sohib Sepanjang.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Product, Price, Location, Purchase Decision
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	05 Mar 2020 03:51
Last Modified:	04 Jan 2023 02:37
URI:	http://repository.stiemahardhika.ac.id/id/eprint/1433

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