Fadhilah, Muhammad Dzaki and Dr. Iswan Noor,, SE., ME. (2021) Analisis Pengaruh Product, Price, Place, Dan Promotion Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Herba Penawar Alwahida Indonesia (Hpai)). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh product, price, place, dan promotion terhadap keputusan pembelian pada produk Herbal Penawar Alwahida Indonesia (HPAI). Jenis penelitian ini adalah penelitian kuantitatif. Penelitian ini menggunakan sampel sebanyak 50 responden dimana seluruhnya merupakan konsumen dari produk herbal HPAI yang berdomisili di Depok. Data dikumpulkan dengan cara menyebarkan kuisioner. Penelitian ini menggunakan metode analisis Regresi Linier Berganda dengan program IBM SPSS Statistics 22. Hasil penelitian ini menunjukkan bahwa product berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan price, place, dan promotion tidak berpengaruh positif dan signifikan terhadap keputusan pembelian.
English Abstract
This study aims to determine the effect of product, price, place, and promotion on purchasing decisions on Herbal Penawar Alwahida Indonesia (HPAI) products. This type of research is quantitative research. This study uses a sample of 50 respondents, all of whom are consumers of HPAI herbal products who are domiciled in Depok. Data was collected by distributing questionnaires. This study uses the Multiple Linear Regression analysis method with the IBM SPSS Statistics 22 program. The results of this study indicate that the product has a positive and significant effect on purchasing decisions, while price, place, and promotion have no positive and significant effect on purchasing decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020380 |
| Uncontrolled Keywords: | Product, Price, Place, Promotion,.Keputusan Pembelian, HPAI, Product, Price, Place, Promotion, Purchase Decision, HPAI |
| Subjects: | 600 Technology (Applied sciences) > 657 Accounting |
| Divisions: | Fakultas Ekonomi dan Bisnis > Akuntansi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 17 Jun 2022 02:20 |
| Last Modified: | 17 Jun 2022 02:20 |
| URI: | http://repository.ub.ac.id/id/eprint/191279 |
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Text (DALAM MASA EMBARGO)
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