Indrayana, WulanMaulita (2013) Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Membeli Produk Susu Ultra High Temperature ( Studi Kasus Di Swalayan Persada Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Pengumpulan data penelitian dilaksanakan mulai tanggal 28 februari – 20 Maret 2013 di Swalayan Persada yang berada di jalan MT.Haryono – Malang.Tujuan penelitian adalah untuk mengetahui faktor-faktor yang dipertimbangkan konsumen dalam membeli susu UHT dan menganalisis karakteristik responden yang akan mempengaruhi keputusan pembelian produk susu UHT. Metode yang digunakan dalam penelitian ini adalah survei ( survey method ) terhadap pengambil keputusan pembelian susu UHT.Tekhnik pengambilan sampel yang digunakan adalah accidental sampling Sampel yang dipilih adalah konumen yang berperan sebagai decider sekaligus buyer ( pengambil keputusan dan pembeli ) susu UHT. Analisis yang digunakan adalah analisis regresi linear berganda, hasil dari analisi data didapatkan bahwa faktor-faktor yang dipertimbangkan konsumen dalam membeli susu UHT yaitu faktor harga jual, harga produk saingan, rasa, susunan gizi, frekuensi iklan dan jarak yang berpengaruh positif terhadap variabel terikat yakni keputusan pembelian, Selain itu dari hasil tersebut variabel bebas yang dominan yang menentukan keputusan pembelian dalam membeli produk susu UHT di Swalayan Persada adalah faktor rasa produk susu. Berdasarkan pengujian statistik dengan metode uji F, di mana tingkat signifikan yang diperoleh lebih kecil dari standar signifikan yaitu 5 % atau 0,05 dan perbandingan antara F hitung dan F tabel, di mana F hitung lebih besar dari F tabel, maka variabel harga jual, harga produk saingan, rasa, susunan gizi, frekuensi iklan dan jarak secara simultan memiliki pengaruh yang signifikan terhadap keputusan pembelian konsumen susu UHT di Swalayan Persada. Berdasarkan uji t diketahui bahwa t hitung > t tabel sehingga variabel harga jual, harga produk saingan, rasa, susunan gizi, frekuensi iklan dan jarak secara parsial berpengaruh terhadap susu UHT di Swalayan Persada.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FPT/2013/73/051306045 |
| Subjects: | 600 Technology (Applied sciences) > 636 Animal husbandry |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | Endang Susworini |
| Date Deposited: | 16 Jul 2013 09:18 |
| Last Modified: | 19 Oct 2021 12:55 |
| URI: | http://repository.ub.ac.id/id/eprint/137038 |
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