Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Produk Wardah di Kecamatan Purwodadi Grobogan

Aisyah, Nurul and , Dr. Muzakar Isa, SE, MSi (2018) Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Produk Wardah di Kecamatan Purwodadi Grobogan. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this research is to: 1) Know the effect of product quality, price, service and promotion to consumer decision in buying Sari Roti product. 2) Knowing the quality of products, prices, services and promotions, which variables have a dominant influence on consumer decisions in buying Sari Roti products, as well as things that are considered important for consumers in these factors. The population in this study is all consumers Wardah in District Purwodadi who ever decided to buy Wardah. The sample used in this study amounted to 100 respondents with purposive sampling technique and quisioner decision to consumer wardah. The results of the initial analysis conducted indicate that the indicator used is valid to measure the variables that exist. The results of the next analysis found that of the four variables used in this study, promotion became the most dominant variable in influencing purchasing decisions with regression coefficient of 0.397 followed by product quality variables with regression coefficient of 0.318 and promotion variable with regression coefficient of 0.260. The result of analysis also shows that the three variables used in this research can explain 51,3% of variation of purchasing decision, while the remaining 48,7% is explained by other factors not used in this research. Keywords: Product Quality, Price, Promotion, Purchase Decision

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Product Quality, Price, Promotion, Purchase Decision
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NURUL AISYAH
Date Deposited:	02 Aug 2018 02:57
Last Modified:	02 Aug 2018 03:01
URI:	http://eprints.ums.ac.id/id/eprint/64717

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