BR. DAMANIK, RAHMA YANTI (2024) PENGARUH HARGA, KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK PIE KOPI DI TAKENGON ACEH TENGAH. S1 thesis, Universitas Malikussaleh.
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Abstract
Dengan gaya hidup konsumen yang beragam, termasuk konsumen setiap daerah memiliki keunikan warisan budaya dan kulinernya masing-masing. Sehingga mengutamakan kepuasan pelanggan menjadi tujuan akhir bagi pengusaha, menghadapi situasi tersebut setiap pengusaha harus beradaptasi dan mengenali kondisi lingkungan yang sesuai dengan perkembangan saat ini. Penelitian ini memiliki tujuan untuk mengetahui pengaruh harga, kualitas produk dan word of mouth terhadap keputusan pembelian produk pie kopi Takengon. Data dalam penelitian ini merupakan data primer yang dikumpulkan menggunakan metode kuesioner dengan jumlah sampel sebanyak 105. Data dalam penelitian ini dianalisis menggunakan metode regresi linier berganda. Dilakukan uji instrumen penelitian, uji asumsi klasik dan uji hipotesis dengan alat bantu aplikasi SPSS 25.0. Hasil penelitian menunjukkan bahwa variabel harga secara parsial berpengaruh signifikan terhadap keputusan pembelian produk pie kopi Takengon. Selanjutnya untuk variabel harga secara parsial berpengaruh signifikan terhadap keputusan pembelian produk pie kopi Takengon. Sedangkan untuk variabel word of mouth tidak berpengaruh signifikan terhadap keputusan pembelian produk pie kopi Takengon. Selanjutnya secara simultan variabel harga, kualitas produk dan word of mouth berpengaruh signifikan terhadap keputusan pembelian produk pie kopi Takengon. Maka dari itu penting bagi pemilik usaha untuk memberikan harga dan kualitas produk yang sesuai dengan harapan konsumen. Dengan demikian konsumen akan merasa puas, sehingga dapat memberikan ulasan positif untuk memutuskan membeli suatu produk. Kata Kunci: Harga, Kualitas Produk, Word Of Mouth, Keputusan Pembelian With diverse consumer lifestyles, including consumers in each region have their own unique cultural and culinary heritage. So prioritizing customer satisfaction is the ultimate goal for entrepreneurs, facing this situation every entrepreneur must adapt and recognize environmental conditions that are in accordance with current developments. This study aims to determine the effect of price, product quality and word of mouth on purchasing decisions for Takengon coffee pie products. The data in this study are primary data collected using a questionnaire method with a sample size of 105. The data in this study were analyzed using multiple linear regression methods. Research instrument tests, classical assumption tests and hypothesis tests were carried out with the SPSS 25.0 application tool. The results of the study showed that the price variable partially had a significant effect on purchasing decisions for Takengon coffee pie products. Furthermore, the price variable partially had a significant effect on purchasing decisions for Takengon coffee pie products. While the word of mouth variable did not have a significant effect on purchasing decisions for Takengon coffee pie products. Furthermore, simultaneously the price, product quality and word of mouth variables had a significant effect on purchasing decisions for Takengon coffee pie products. Therefore, it is important for business owners to provide prices and product quality that are in accordance with consumer expectations. In this way, consumers will feel satisfied, so they can provide positive reviews to decide to buy a product. Keywords: Price, Product Quality, Word Of Mouth, Purchase Decision
Item Type: | Thesis (S1) |
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Subjects: | H Social Sciences > HB Economic Theory |
Divisions: | Fakultas Ekonomi dan Bisnis > 61201 - Jurusan Manajemen |
Depositing User: | Br damanik Rahma yanti |
Date Deposited: | 27 Aug 2024 07:28 |
Last Modified: | 27 Aug 2024 07:28 |
URI: | https://rama.unimal.ac.id/id/eprint/5228 |
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