OKTAFIYANI, YUNI (2023) PENGARUH PRODUK, HARGA, TEMPAT, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SATE BANDENG (Studi Kasus IKM Sate Bandeng Ibu Amenah di Kecamatan Cipocok Kota Serang Provinsi Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the effect of product, price, and promotion of purchasing decisions for milkfish satay “Ibu Amenah”. This research is quantitative descriptive. The sample was selected accidental as many as 50 respondents. Multiple linear regression analysis was used as a data analysis tool. Results of the test partial effect indicate that the product and price variables have a significant effect on buying decision. While the place and promotion variables have no significant effect on purchasing decisions. The results of the simultaneous influence test show that the product, price, place and promotion variables have a significant effect on the purchasing decision of "Ibu Amenah" milkfish satay.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor PANCAWATI, JUWARIN 197502142003122001 Thesis advisor ANGGRAENI, DIAN 197009162005012001
Additional Information:	Penelitian ini bertujuan untuk mengetahui pengaruh produk, harga, dan promosi terhadap keputusan pembelian sate bandeng “Ibu Amenah”. Penelitian ini bersifat deskriptif kuantitatif. Sampel dipilih secara kebetulan sebanyak 50 responden. Analisis regresi linier berganda digunakan sebagai alat analisis data. Hasil uji pengaruh parsial menunjukkan bahwa variabel produk dan harga berpengaruh signifikan terhadap keputusan pembelian. Sedangkan variabel tempat dan promosi tidak berpengaruh signifikan terhadap keputusan pembelian. Hasil uji pengaruh secara simultan menunjukkan bahwa variabel produk, harga, tempat dan promosi berpengaruh signifikan terhadap keputusan pembelian sate bandeng Ibu Amenah.
Uncontrolled Keywords:	milky satay, purchase decision, product, price, place, promotion. sate susu, keputusan pembelian, produk, harga, tempat, promosi.
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Mrs Yuni Oktafiyani
Date Deposited:	09 Oct 2023 15:02
Last Modified:	09 Oct 2023 15:02
URI:	http://eprints.untirta.ac.id/id/eprint/30248

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