RISCA, LIZA SEPTILIA (2023) ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA AMANDA BROWNIES CABANG JEMBER. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT This study aims to determine the effect of product quality, service quality, price and promotion on purchasing decisions at Amanda Brownies Jember branch. The data used in this study is primary data obtained from respondents' responses to the questionnaire. Samples were taken as many as 50 respondents with the sampling technique using Random Sampling. The data obtained is then processed using the SPSS 21 analysis tool. This analysis includes the Classical Assumption Test which consists of the Normality Test, Multicollinearity Test and Heteroscedasticity Test, Multiple Linear Regression analysis, Coefficient of Determination Test (R2), Hypothesis test which consists of Partial Test (test t) and Simultaneous Test (F Test), the results showed that the variables of product quality, price and promotion had a partial effect on purchasing decisions, service quality variables had no partial effect on purchasing decisions and variables of product quality, service quality, price and promotion influence simultaneously on purchasing decisions. KEYWORDS : Product Quality, Service Quality, Price, Promotion and Purchasing Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:26
Last Modified:	10 Feb 2025 05:26
URI:	http://repo.itsm.ac.id/id/eprint/974

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