Parti, Parti (2023) PENGARUH HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN BAKSO IKAN ( Studi Kasus UMKM Bakso Ikan Mang Udin Di Kecamatan Cipocok Jaya Kota Serang ). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Fish meatballs are one of foods that are favored by Indonesian people, because they taste delicious and the price is affordable. Fish meatballs usually use sea fish as a raw material. The types of fish used to make fish balls are mackerel. One of them is the mang udin fish meatball Small and Medium Enterprise (SME) which is located on Jln. Mayabon No.3/6, Banjarsari, Cipocok Jaya District, Serang City. Mang udin fish meatball products tend to be cheaper than other fish meatballs in the area. However, that price determines quality, where prices tend to be high but the quality provided is not as desired. As one of customer decide to buy in terms of price, product quality, and location. This is what prompted researchers to conduct research related to "The Influence of Price, Product Quality and Location on the Decision to Purchase Fish Meatballs". The aims of this research are: 1). To analyze the effect of price, product quality and location on purchasing decisions of Mang Udin Fish Meatballs in Cipocok Jaya District, Serang City partially. 2). To analyze the effect of price, product quality and location on purchasing decisions of Mang Udin Fish Meatballs in Cipocok Jaya District, Serang City simultaneously. Based on statistical analisys using simultaneous test, the resulst show that price, product quality and location together influlence the purchasing decision of fish balls. Whereas for the T tset (partial) that price, product quality and location have a partially significant effect on the decision to buy fish balls. Keywords: Location, Price, Product Quality, Purchasing Decisions
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Bakso ikan merupakan salah satu makanan yang digemari oleh masyarakat Indonesia, karena rasanya yang enak dan harganya yang terjangkau. Bakso ikan biasanya menggunakan ikan laut sebagai bahan bakunya. Jenis ikan yang digunakan untuk membuat bakso ikan adalah ikan tenggiri. Salah satunya adalah UMKM bakso ikan mang udin yang berlokasi di Jln. Mayabon No.3/6, Banjarsari, Kecamatan Cipocok Jaya, Kota Serang. Produk bakso ikan mang udin cenderung lebih murah dibandingkan bakso ikan lain di daerah tersebut. Namun harga itulah yang menentukan kualitas, dimana harga cenderung tinggi namun kualitas yang diberikan tidak sesuai dengan yang diinginkan. Sebagai salah satu pelanggan memutuskan untuk membeli dari segi harga, kualitas produk, dan lokasi. Hal inilah yang mendorong peneliti untuk melakukan penelitian terkait “Pengaruh Harga, Kualitas Produk dan Lokasi Terhadap Keputusan Pembelian Bakso Ikan”. Tujuan dari penelitian ini adalah: 1). Untuk menganalisis pengaruh harga, kualitas produk dan lokasi terhadap keputusan pembelian Bakso Ikan Mang Udin di Kecamatan Cipocok Jaya Kota Serang secara parsial. 2). Untuk menganalisis pengaruh harga, kualitas produk dan lokasi terhadap keputusan pembelian Bakso Ikan Mang Udin di Kecamatan Cipocok Jaya Kota Serang secara simultan. Berdasarkan analisis statistik menggunakan uji simultan diperoleh hasil bahwa harga, kualitas produk dan lokasi secara bersama-sama berpengaruh terhadap keputusan pembelian bakso ikan. Sedangkan untuk T set (parsial) yaitu harga, kualitas produk dan lokasi berpengaruh signifikan secara parsial terhadap keputusan pembelian bakso ikan. Kata Kunci : Lokasi, Harga, Kualitas Produk, Keputusan Pembelian | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis | |||||||||
| Depositing User: | Mrs Parti Agustiami | |||||||||
| Date Deposited: | 11 Apr 2023 14:00 | |||||||||
| Last Modified: | 11 Apr 2023 14:00 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/23168 |
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