NOVITA, AYU ANGGRAINI (2024) PENGARUH WORD OF MOUTH, DESAIN PRODUK, HARGA, LOKASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA ANNA ART GALLERY AMBULU JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This study aims to determine the effect of word of mouth, product design, price, location and product quality on purchasing decisions at Anna Art Gallery Ambulu Jember both partially and simultaneously. This type of research is quantitative. The population in this study were all consumers who had bought at Anna Art Gallery Ambulu Jember. The sampling technique used is incidental sampling. The sample used was 85 respondents. The data collection method uses a questionnaire distributed via google form. The data analysis method used is multiple linear regression analysis with the help of SPSS version 20. The tests used are data instrument test, classical assumption test, multiple regression analysis, coefficient of determination (R2) and hypothesis testing (t test and F test). The results showed that price had a partial effect on purchasing decisions, but word of mouth, product design, location and product quality had no partial effect on purchasing decisions while word of mouth, product design, price, location and product quality had a simultaneous effect on purchasing decisions at Anna Art Gallery Ambulu Jember. Keywords : Word Of Mouth, Product Design, Price, Location, Product Quality and Purchasing Decisions

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 12:43
Last Modified:	10 Feb 2025 12:43
URI:	http://repo.itsm.ac.id/id/eprint/1279

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