Image of Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi Berbasis Sosial Media Terhadap Keputusan Pembelian Bento Cake @sourflavourr di Karanganyar

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Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi Berbasis Sosial Media Terhadap Keputusan Pembelian Bento Cake @sourflavourr di Karanganyar

ABSTRACT

This study aims to determine the effect of product quality, price perceptions, and
social media-based promotions on purchasing decisions for bento cake @sourflavorr
in Karanganyar. The type of research used in this study is a descriptive analysis
method with a quantitative approach. The population in this study are consumers
who have purchased bento cake @sourflavorr in Karanganyar.
The sampling technique was carried out using non-probability with a purposive
sampling technique with a total sample of 100 people. The data collection technique
uses a questionnaire that has been tested for validity and reliability. The data
analysis technique used is descriptive analysis with multiple linear regression
analysis. This analysis is used to examine the relationship between the independent
variables and the dependent variable.
The results of this study indicate that (1) product quality has a positif and significant
effect on purchasing decisions, (2) perceived price has a negative and insignificant
effect on purchasing decisions, (3) social media-based promotion has a positive and
significant effect on purchasing decisions. The results of this study obtained an
adjusted R^2 value of 0,625, meaning that the variables of product quality, price
perceptions, and social media-based promotions were able to explain the purchase
decision variable by 62,5% while the remaining 37,5% variation was influenced by
other variables not examined.
Keywords: Product Quality, Perceived Price, and Promotion Based on Social Media,
Purchase Decision

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 SIN p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 122 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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