Mufti, Bagus Ibrahim and , Dra. Wuryaningsih Dwi Lestari, M.M (2023) Analisis Pengaruh Harga, Diskon Dan Kualitas Produk Terhadap Pengambilan Keputusan Pembelian Pada Marketplace Zalora Di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of price, discount and product quality on purchasing decisions. In this study using a sample of 100 Muhammadiyah University Surakarta students and consumers who have/want to shop at Zolara. The type of data used in this study is primary data with data collection methods using questionnaires. The data analysis method used is multiple linear aggression analysis using several variables, namely Price, Discount, Product Quality and Purchase Decision. Based on the results of the study it can be concluded that price has a significant effect on purchasing decisions, discounts have no significant effect on purchasing decisions, product quality has no significant effect on purchasing decisions. The R square value indicates that variations in Price (X1), Discounts (X2) and Product Quality (X3) are able to explain variations in changes in the Purchasing Decision variable (Y).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | price, discount, product quality, purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | BAGUS IBRAHIM MUFTI |
| Date Deposited: | 10 Aug 2023 02:34 |
| Last Modified: | 10 Aug 2023 02:34 |
| URI: | http://eprints.ums.ac.id/id/eprint/114968 |
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