TRISULISTYA, BILQIS (2023) PENGARUH IKLAN, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO DI KECAMATAN SERANG. S1 thesis, UNIVERSITAS SULTAN AGENGG TIRTAYASA.
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Abstract
This study aims to analyze the influence of advertisement, price, and product quality partially and simultaneously on the Purchase Decision of The Botol Sosro in Serang district. The objects in this study is Teh Botol Sosro. The analytical method used in this study is multiple linear regression in which the data processed by SPSS program. Multiple linear regression models are used to represent the associative relationship between advertisement, price, product quality, and purchasing decisions for Teh Botol Sosro, and the effect of these variables is tested partially and simultaneously using the t-test and F-test. The results showed that the advertisement, price and product quality simultaneously have an influence on consumer purchasing decisions for Teh Botol Sosro products. Advertisement and Quality of Product are have a positive partially effect on purchase decisions, while only price has not affect on purchase decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh iklan, harga, dan kualitas produk secara parsial dan simultan terhadap Keputusan Pembelian Botol Sosro di Kecamatan Serang. Objek dalam penelitian ini adalah Teh Botol Sosro. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda yang datanya diolah dengan program SPSS. Model regresi linier berganda digunakan untuk merepresentasikan hubungan asosiatif antara iklan, harga, kualitas produk, dan keputusan pembelian Teh Botol Sosro, dan pengaruh variabel-variabel tersebut diuji secara parsial dan simultan dengan menggunakan uji t dan uji F. Hasil penelitian menunjukkan bahwa iklan, harga dan kualitas produk secara simultan mempunyai pengaruh terhadap keputusan pembelian konsumen produk Teh Botol Sosro. Iklan dan Kualitas Produk berpengaruh secara parsial terhadap keputusan pembelian, sedangkan hanya Harga yang tidak berpengaruh terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | advertisement, price, product quality, purchase decision, teh botol sosro | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | bilqis bilqis trisulistya | |||||||||
| Date Deposited: | 26 Jan 2024 14:14 | |||||||||
| Last Modified: | 26 Jan 2024 14:14 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/32565 |
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