Kusumaputra, Bagaskara Yunianta (2019) Analisis Pengaruhkualitas Produk Dan Harga Produk Terhadap Keputusan Pembelian Oleh Konsumen Minuman Sari Apel Menggunakan Metode Partial Least Square. Sarjana thesis, Universitas Brawijaya.
Abstract
Komoditas hortikultura yang memiliki potensi besar untuk dikembangkan dan memiliki peran strategis dalam pembangunan nasional adalah buah-buahan. Buah-buahan mempunyai nilai ekonomis tinggi dan memegang peranan penting bagi pembangunan pertanian. Pertumbuhanekonominasional Indonesia banyakdipengaruhiolehpertumbuhansektorpertanian.Buahapelm erupakanbuah yang dikonsumsiterbesarketiga di Indonesia setelahbuahjerukdanbuahmangga.Saatmemutuskanpembelianp rodukoleh-oleh, konsumencenderungmembelisecarapartially planned purchase. Partially Planned Purchase adalahkeputusankonsumen yang sudahditentukanakanmembelisuatujenisproduknamunbelummen entukanmerknya. Tujuan dari penelitian ini adalah mengetahui masalah yang dihadapi yaitu perbedaan kualitas produk dan harga produk minuman sari apel yang dijual oleh Goedang Oleh-Oleh. PenelitianinidilakukandenganmetodePartial Least Square (PLS) dengan 2 variabelbebasdan 1 variabelterikat. VariabelbebasterdiridariKualitas produk dan harga produk sedangkanvariabelterikatadalahkeputusankonsumen. Pengambilan data dilakukandenganmenyebarkankuesionerkepada 100 responden yang hendakmembeliproduksaribuahapel diGoedang Oleh-Oleh Malang. Hasilpenelitianmenunjukanbahwakualitasprodukberpeng aruhterhadapkeputusanpembelian, dimanamakinbaikkualitasprodukmakakeputusanpembelianterha dapproduk sari apelsemakintinggi dan viiikemudianHargaprodukberpengaruhterhadapkeputusanpembelia n, dimanakarakteristikkonsumensaatiniyaitutidakterlalumengutama kanhargaasalkanmendapatkanprodukberkualitas yang sesuaidenganbiaya yang dikeluarkandenganharga yang wajarlebihbanyakdipilihkonsumen.
English Abstract
Horticulture commodities that have great potential to be developed and have a strategic role in national development are fruits. Fruits have high economic value and play an important role in agricultural development. Indonesia's national economic growth is largely influenced by the growth of the agricultural sector. Apples are the third largest fruit consumed in Indonesia after citrus fruits and mangoes. When deciding on buying souvenir products, consumers tend to buy partially planned purchase. Partial Planned Purchase is the decision of a determined consumer who will buy a type of product but has not yet determined the brand. The purpose of this research is to find out the problems faced, namely the difference in product quality and the price of the product of apple cider drinks sold by GoedangOleh-Oleh. This research was conducted using the Partial Least Square (PLS) method with 2 independent variables and 1 dependent variable. The independent variable consists of product quality and product price while the dependent variable is consumer decision. Data retrieval is done by distributing questionnaires to 100 respondents who want to buy apple juice products in Malang. The results showed that product quality had an effect on purchasing decisions, where the better the quality of the product, the purchasing decision for apple cider products was higher and then the product price had an effect on purchasing decisions, where the characteristics of consumers were not overly priced as long as getting the right quality with costs incurred at a reasonable price more consumers choose.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/425/02002405 |
| Uncontrolled Keywords: | Sari Apel ,Kualitas Produk, HargaProduk, KeputusanPembelian, Partial Least Square, ExtractedApple, Product Quality, Product Price, Purchase Decision, Partial Least Square |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:34 |
| Last Modified: | 21 Oct 2021 08:50 |
| URI: | http://repository.ub.ac.id/id/eprint/181344 |
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