Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Outdoor Merek Eiger Di Kota Surakarta

Sekar Melathi, Kaypang and -, Drs. Moechammad Nasir, M.M (2019) Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Outdoor Merek Eiger Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of Product Quality, Price, Promotion, and Consumer Taste on Purchasing Decisions of Eiger Brand Outdoor Products in the City of Surakarta. This type of research uses a quantitative approach. The sampling technique used in this study is purposive sampling technique with the criteria for consumers to buy outdoor products Eiger in Surakarta with a sample size of 100 respondents. This research uses primary data sources and collects data through questionnaires. The method of data analysis in this study uses the validity test, reliability test, multiple linear regression analysis test, t test, F test, and the coefficient of determination (R2). The results of this study indicate the variable Product Quality, Price, promotion, and Consumer Taste can explain the Purchasing Decision of 81.7% and the remaining 18.3% is explained by other variables. Based on the results of the study showed that partially that Product Quality, Price, Promotion, and Consumer Taste variables significantly influence Purchasing Decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Product Quality, Price, promotion, Consumer Taste, Purchasing Decision
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	KAYPANG SEKAR MELATHI
Date Deposited:	21 Nov 2019 06:50
Last Modified:	21 Nov 2019 06:50
URI:	http://eprints.ums.ac.id/id/eprint/79271

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