PUTRI ANDINI, SALSABILLA (2023) ANALISIS PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI SAYURAN SECARA ONLINE PADA GENERASI Z DI KECAMATAN BATUCEPER KOTA TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to analyze the effect of price and promotion on online vegetable purchase intention in generation Z at Batuceper District, Tangerang City. The number of samples in this study was 30 respondents, namely consumers of generation Z who had purchased vegetables online. Data analysis techniques use multiple linear regression analysis. The analysis tools are using SPSS program version 21. Based on multiple regression analysis, the results show that price and promotion together have a positive effect on interest in buying vegetables online. The results of the t test for the price variable have a positive and significant effect, and as well as the results t test for the promotion variable results indicate that there is a significant effect between promotion with purchase intention.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor SARIYOGA, SETIAWAN 197502062005011003 Thesis advisor SETIAWAN, JOHAN 196802122002121002
Additional Information:	Penelitian ini bertujuan untuk menganalisis pengaruh harga dan promosi terhadap minat beli sayur secara online pada generasi Z di Kecamatan Batuceper Kota Tangerang. Jumlah sampel dalam penelitian ini adalah 30 responden yaitu konsumen generasi Z yang pernah membeli sayuran secara online. Teknik analisis data menggunakan analisis regresi linier berganda. Alat analisis menggunakan program SPSS versi 21. Berdasarkan analisis regresi berganda, diperoleh hasil bahwa harga dan promosi secara bersama-sama berpengaruh positif terhadap minat beli sayuran secara online. Hasil uji t untuk variabel harga berpengaruh positif dan signifikan, serta hasil uji t untuk variabel promosi menunjukkan bahwa terdapat pengaruh yang signifikan antara promosi dengan minat beli.
Uncontrolled Keywords:	Price, Promotion, Purchase Intention
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Mrs Salsabilla Putri Andini
Date Deposited:	12 Oct 2023 09:11
Last Modified:	12 Oct 2023 09:11
URI:	http://eprints.untirta.ac.id/id/eprint/27646

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