DHIAS PUTRA, YUDHISTIRA (2022) PENGARUH HARGA, PENGEMASAN DAN CITRA PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI SUSU DI KAFE FORESTHREE CIPONDOH, KOTA TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aimed to determine and analyze the influence of price, packaging and product image on purchasing decision of Foresthree coffee milk among the millennial generation. The research method used was descriptive and quantitative methods. The data collection technique used a questionnaire that has been tested for its validity and reliability. The research subjects were 105 respondents using the accidental sampling technique. Meanwhile, the data analysis technique used was a multiple linear regression equation. Based on the results of the t-test, it was found that partial price has no significant effect on purchasing decision of Foresthree coffee milk, but packaging and product image had a significant effect on purchasing decision of Foresthree coffee milk. Furthermore, based on the F test, it was found that price, packaging and product image simultaneously had a significant effect on purchasing decisions with a coefficient of determination (R²) of 37.6% and the rest was influenced by other factors that were not discussed further in this study.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor GUNAWAN, GUGUN 196211102000121001 Thesis advisor ALIUDIN, ALIUDIN 197008052002121001
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Mr Yudhistira Dhias Putra
Date Deposited:	15 Feb 2023 09:25
Last Modified:	15 Feb 2023 09:25
URI:	http://eprints.untirta.ac.id/id/eprint/16547

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