Pengaruh Gaya Hidup, Kualitas Produk dan Periklanan Terhadap Keputusan Pembelian Kopi Merek Good Day pada Mahasiswa FEB UMS di Surakarta

Handayani, Ulva Devi Wuri and -, Drs. Moechamad Nasir, M.M. (2019) Pengaruh Gaya Hidup, Kualitas Produk dan Periklanan Terhadap Keputusan Pembelian Kopi Merek Good Day pada Mahasiswa FEB UMS di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of lifestyle, product quality and advertising on the decision to purchase Good Day coffee in FEB UMS students in Surakarta. The type of data in this study is primary data that has been distributed to Good Day coffee consumers in UMS students as many as 100 respondents who were determined using the accedential sampling method by conducting a sample withdrawal based on the research purpose and predefined criteria. The analysis tools used in this study include validity tests, reliability tests, classical assumption tests, multiple linear regression analyses, T-tests, and F-tests. The results of the analysis show a significant influential significant on purchasing decisions, product quality determines the significance of purchasing decisions, and advertising influences the significance of purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	gaya hidup, kualitas produk, periklanan
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ULVA DEVI WURI HANDAYANI
Date Deposited:	13 Nov 2019 06:18
Last Modified:	13 Nov 2019 06:18
URI:	http://eprints.ums.ac.id/id/eprint/78465

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