PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN “SEGO NJAMOER” Di SUNRISE MALL MOJOKERTO

Eka Seftiana Nur Zhakiah, Eka Seftiana Nur Zhakiah (2019) PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN “SEGO NJAMOER” Di SUNRISE MALL MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACTION Zhakiah, Eka Seftiana N., 2018. Influence of Products and Prices on Purchasing Decisions "Sego Njamoer" at Sunrise Mall Mojokerto. Thesis / final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I: Budi Utami, SE., MM Advisor II: Eny Setyaningsih, SE., MM The object of this research is a culinary product from one of the new franchise businesses known by the public. The strategy used by the company is to prioritize the characteristics of the product. Consumer purchasing decisions make one of the important aspects in this study to measure what is the reason consumers buy products. This study aims to find out the products and prices have an effect simultaneously and partially on the purchase decision of Sego Njamoer at Sunrise Mall Mojokerto. This type of research in this thesis is a descriptive study with a quantitative approach, using primary data obtained from the results of the questionnaire respondents of Sego Njamoer products at Sunrise Mall. Sampling using Accidental Sampling, with Data Management Techniques used are validity and reliability test, classic assumption test, multiple regression, and hypothesis testing (F test and t test) The results of this study indicate that (1) partially the product and price have a positive influence on purchasing decisions, (2) simultaneously all variables in this study have a positive influence on purchasing decisions. Keywords: Product, Price, Purchase Decision.

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