SKRIPSI MBS

Analisis Pengaruh Kualitas Pelayanan, Persepsi Harga, Kualitas Produk, dan Promosi Terhadap Keputusan Pembelian Brownied Cinta di Kabupaten Karanganyar

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ABSTRACT

This research aims to find out that the variables of service quality, price
perception, product quality and promotion can influence purchasing decisions.
This research uses a questionnaire as data collection material, which is processed
with the help of IBM SPSS version 23 software. The population in this research is
people who have purchased Love Brownies products at least once in Karanganyar
Regency. The sampling technique was carried out using purposive sampling with a
sample size of 110 people. Data analysis techniques use research instrument tests,
classical assumption tests, model accuracy tests, multiple regression analysis tests,
and t tests.
The results and conclusions of this research show that (1) From the results
of the significance value of 0.192 > 0.05 and the t_count value of 1.312 < t_table
1.982, it can be concluded that the service quality variable does not have a
significant effect on purchasing decisions. (2) From the results of the significance
value of 0.000 < 0.05 and the t_count value of 3.680 > t_table 1.982, it can be
concluded that the price perception variable has a significant effect on purchasing
decisions. (3) From the results of the significance value of 0.006 < 0.05 and the
t_count value of 2.816 > t_table 1.982, it can be concluded that the product quality
variable has a significant effect on purchasing decisions. (4) From the results of
the significance value of 0.277 > 0.05 and the t_count value of 1.094 < t_table
1.982, it can be concluded that the promotional variable does not have a significant
effect on purchasing decisions.
Among the four variables that the author took above, the price perception
variable is the variable that has the most significant influence on the people of
Karanganyar Regency, by looking at the significance value and t_count value.
Key Words : service quality, price perception, product quality, promotion,
purchasing decisions

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 GHA a 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 110 halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Ghaffar Octa Madani

Versi lain/terkait

Lampiran Berkas

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