ZAHRA, ZHILLAN ZHALILA AZ (2025) ANALISIS PENGARUH DIVERSIFIKASI PRODUK DAN PROMOSI AKTIF TERHADAP KEPUTUSAN PEMBELIAN ANEKA OLAHAN BANDENG (Studi Kasus IKM Aneka Olahan Bandeng Kang Cepi di Kota Serang Provinsi Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of product diversification and active promotion on purchasing decisions at SME Aneka Olahan Bandeng Kang Cepi. The research was conducted in Serang City from October 2024 to June 2025. This study employed a quantitative method with a descriptive approach. Data were collected through observation, interviews, and questionnaires using a Likert scale. The population in this study consists of consumers of SME Aneka Olahan Bandeng Kang Cepi. The sampling technique used was accidental sampling based on Lemeshow’s formula, with a total sample of 30 respondents. The data were analyzed using multiple linear regression. The results show that: (1) partially, product diversification has a significant effect on purchasing decisions, while active promotion does not have a significant effect; and (2) simultaneously, product diversification and active promotion have a significant effect on purchasing decisions at SME Aneka Olahan Bandeng Kang Cepi.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh diversifikasi produk dan promosi aktif terhadap keputusan pembelian pada IKM Aneka Olahan Bandeng Kang Cepi. Penelitian ini dilaksanakan di Kota Serang sejak Oktober 2024 hingga Juni 2025. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan melalui observasi, wawancara, dan penyebaran kuesioner dengan skala Likert. Populasi dalam penelitian ini adalah konsumen IKM Aneka Olahan Bandeng Kang Cepi. Teknik pengambilan sampel yang digunakan adalah accidental sampling berdasarkan rumus Lemeshow dengan jumlah sampel sebanyak 30 responden. Data dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial, diversifikasi produk berpengaruh signifikan terhadap keputusan pembelian, sedangkan promosi aktif tidak berpengaruh signifikan; dan (2) secara simultan, diversifikasi produk dan promosi aktif berpengaruh signifikan terhadap keputusan pembelian pada IKM Aneka Olahan Bandeng Kang Cepi. | |||||||||
| Uncontrolled Keywords: | Active Promotion, Processed Milkfish, Product Diversification, Purchase Decision. Promosi Aktif, Olahan Bandeng, Diversifikasi Produk, Keputusan Pembelian | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Zhillan Zhalila | |||||||||
| Date Deposited: | 15 Aug 2025 03:27 | |||||||||
| Last Modified: | 15 Aug 2025 03:27 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52054 |
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