Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Coffe Shop Sapa Kopi Di Surakarta

Suwardi, Putri Ayu and , Edy Purwo Saputro, S.E., M.Si (2023) Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Coffe Shop Sapa Kopi Di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of product quality, price, and promotion on consumer purchasing decisions of the Sapa Kopi coffe shop in Surakarta. This research is a type of associative research. The method used in this research is quantitative method. The population and sample in this study were Economics and Business students at Muhammadiyah University of Surakarta who had met the terms and criteria. The number of respondents as a sample in this study were 100 people. Source of data used in this research is primary data. The measurement scale used in this study is 5 Likert scale. Data analysis used SPSS version 22. The results of the analysis in this study showed that product quality had a positive and significant effect on purchasing decisions, while price and promotion had a positive but not significant effect on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Quality, Price, Promotion, Purchase Decision
Subjects:	H Social Sciences > HJ Public Finance
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	PUTRI AYU SUWARDI
Date Deposited:	05 Jul 2023 03:58
Last Modified:	06 Jul 2023 01:35
URI:	http://eprints.ums.ac.id/id/eprint/113506

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