SKRIPSI MBS

Pengaruh Keragaman Produk, Perceived Value, dan Word of Mouth terhadap keputusan pembelian produk UMKM Om Tani Makmur Nursery

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ABSTRACT

The purpose of this research is to determine and analyze the influence of
product diversity, perceived value, and word of mouth on purchasing decisions in
purchasing Om Tani Makmur Nursery MSME products. This research uses
quantitative methods. Data were collected using a questionnaire using a Likert
scale of 1 to 5. The population in this study was the general public aged 17-64
years who lived in the Solo Raya area and had purchased at least 1 product at
Om Tani Makmur Nursery. The sampling technique uses a nonprobability
sampling technique, namely a purposive sampling technique. The sample in this
study consisted of 105 respondents.
Data analysis techniques include research instrument tests, classical
assumption tests, model accuracy tests, multiple linear regression analysis tests,
and t tests. Instrument testing includes validity testing and reliability testing. The
data obtained were analyzed using IBM SPSS Statistics version 23 software.
The research results show that partially product diversity, perceived
value, and word of mouth have a positive and significant effect on purchasing
decisions.
Keywords: Product diversity, perceived value, word of mouth, and purchasing
decisions

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 JIH p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 139 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jihan Ariska

Versi lain/terkait

Lampiran Berkas

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