Afrianti, Nadila (2025) “ANALISIS PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINYAK GORENG MINYAKITA” (Suatu Kasus Ibu Rumah Tangga di Kecamatan Majasari dan Kecamatan Saketi, Kabupaten Pandeglang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to knowing the characteristics of the respondent and analyze the influence of brand image, price, and product quality variables both simultaneously and partially on the purchasing decision of Minyakita cooking oil in Majasari and Saketi Districts, Pandeglang Regency. The result of this study is characteristics of the respondents are viewed based on age, education, and household expenses.The F-test results are 20.002 > 3.23 and have a significant value of 0.000 < 0.05, meaning that the variables of brand image, price, and product quality significantly influence the purchasing decision of Minyakita in Majasari and Saketi Districts, Pandeglang Regency simultaneously. that the brand image variable does not have a significant partial effect because the calculated t-value obtained is smaller than the t-table value, which is 0.111 < 2.018, and has a significance value greater than 0.05 or 0.912 > 0.05. Meanwhile, the price variable has a t-value > t-table or 2.034 > 2.018 and a significant value of 0.049 < 0.05.The quality of the product has a t-table value > t-count or 5.380 > 2.018 and a significant value of 0.000 < 0.05, so the price and quality variables significantly affect the purchasing decision of Minyakita in Majasari and Saketi Districts, Pandeglang Regency
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui karakteristik responden dan menganalisis pengaruh variabel citra merek, harga, dan kualitas produk baik secara simultan maupun parsial terhadap keputusan pembelian minyak goreng Minyakita di Kecamatan Majasari dan Saketi. Hasil dari penelitian ini adalah karakteristik responden dilihat berdasarkan usia, pendidikan, dan pengeluaran rumah tangga. Hasil uji F adalah 20.002 > 3.23 dan memiliki nilai signifikansi 0.000 < 0.05, yang berarti bahwa variabel citra merek, harga, dan kualitas produk secara signifikan mempengaruhi keputusan pembelian Minyakita di Kecamatan Majasari dan Saketi, Kabupaten Pandeglang secara simultan. bahwa variabel citra merek tidak memiliki pengaruh parsial yang signifikan karena nilai t yang dihitung diperoleh lebih kecil dari nilai t-tabel, yaitu 0.111 < 2.018, dan memiliki nilai signifikansi lebih besar dari 0.05 atau 0.912 > 0.05. Sementara itu, variabel harga memiliki nilai t > t-tabel atau 2.034 > 2.018 dan nilai signifikansi 0.049 < 0.05. Kualitas produk memiliki nilai t-tabel > t-hitung atau 5.380 > 2.018 dan nilai signifikan 0.000 < 0.05, sehingga variabel harga dan kualitas secara signifikan mempengaruhi keputusan pembelian Minyakita di Kecamatan Majasari dan Saketi, Kabupaten Pandeglang. | |||||||||
| Uncontrolled Keywords: | Brand Image, Price, Product Quality, Minyakita, Cooking Oil. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Nadila Afrianti | |||||||||
| Date Deposited: | 19 Sep 2025 02:09 | |||||||||
| Last Modified: | 19 Sep 2025 02:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54777 |
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