Analisis Pengaruh Harga, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian (Studi pada Pembeli Produk Minuman Fremilk Thai Tea di Surakarta)

Pradana, Venny and , Jati Waskita, S.E., M.Si. (2017) Analisis Pengaruh Harga, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian (Studi pada Pembeli Produk Minuman Fremilk Thai Tea di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

In today's era many consumers are increasingly selective in behaving to consume and choose a product desired and needed. Therefore, companies or entrepreneurs should be more intelligent and innovative in creating products that suit the tastes of consumers and also must be good at sorting to create a business location where the location can affect consumer decisions to buy the product. Consumers are usually seen before buying the price and its location after it is seen how the quality of products offered. This study aims to analyze the effect of price, product quality and location on purchasing decisions and analyze which variables are the most dominant in making purchasing decisions on Fremilt Thai Tea products. Based on the results of this study is expected to be taken into consideration the company to take a policy strategy in order to increase sales. The sample in this research is students of Muhammadiyah University of Surakarta, amounting to 100 students. Sampling technique in this research is purposive sampling. Based on the result of the research, it is known that the price variable (X1), product quality (X2) and location (X3) have significant effect on purchasing decision at Fremilk Thai Tea because thitung> ttabel. The result of simultaneous calculation is obtained Fcount> Ftable, so that price variable, product quality and location together have significant effect to purchase decision on Fremilk Thai Tea product. Variable Location (X3) has the most dominant influence on the decision to purchase Fremilk Thai products, because the location variable has a larger thitung compared with the variable price and product quality, which is 7,303. So the most dominant location variable influence on the purchase decision of Fremilk Thai Tea products proved true.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	price, product quality, location, purchase decision
Subjects:	X General Subject
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	VENNY PRADANA
Date Deposited:	09 Nov 2017 04:32
Last Modified:	09 Nov 2017 04:32
URI:	http://eprints.ums.ac.id/id/eprint/57431

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