relation: https://eprints.untirta.ac.id/52054/
title: 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)
creator: ZAHRA, ZHILLAN ZHALILA AZ
subject: S Agriculture (General)
description: 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.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://eprints.untirta.ac.id/52054/1/ZHILLAN%20ZHALILA%20AZ%20ZAHRA_4441210152_SKRIPSI%20FULLTEXT.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/52054/3/ZHILLAN%20ZHALILA%20AZ%20ZAHRA_4441210152_02%20%28ISI%20DARI%20BAB%20II%29.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/52054/4/ZHILLAN%20ZHALILA%20AZ%20ZAHRA_4441210152_03%20%28ISI%20DARI%20BAB%20III%29.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/52054/5/ZHILLAN%20ZHALILA%20AZ%20ZAHRA_4441210152_04%20%28ISI%20DARI%20BAB%20IV%29.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/52054/6/ZHILLAN%20ZHALILA%20AZ%20ZAHRA_4441210152_05%20%28ISI%20DARI%20BAB%20V%29.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/52054/7/ZHILLAN%20ZHALILA%20AZ%20ZAHRA_4441210152_REF%20%28ISI%20DAFTAR%20PUSTAKA%29.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/52054/8/ZHILLAN%20ZHALILA%20AZ%20ZAHRA_4441210152_LAMP%20%28ISI%20DARI%20LAMPIRAN%29.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/52054/17/ZHILLAN%20ZHALILA%20AZ%20ZAHRA_4441210152_01%20%28ISI%20DARI%20COVER%20S.D%20BAB%20I%29.pdf
identifier:   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.