SKRIPSI

ANALISIS KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI KOPI BENTENG UNGARAN

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ABSTRACT
This study is based on a phenomenon that occurred in the Kopi Beteng Ungaran where
sales fluctuate each month. It all happened because in Ungaran many new coffee shops popping
up. Therefore, this study aims to empirically examine and analyze the effect of product quality,
price, and promotion. Case studies in Ungaran as consumers in Kopi Beteng. The population of
this research is that consumers in Kopi Beteng Ungaran and a sample of 100 respondents. The
sampling technique used was accidental sampling. The coefficient of determination for the model
0539 atau53.9%. This shows that the purchasing decisions in Kopi Beteng Ungaran influenced by
product quality, price, and promotion. Individually, the variables that have the most impact is the
promotion variable regression coefficient for 0293 or 29.3%, the variable quality of the product by
0.235 or 23.5% and the variable price of 0.144 or 14.4%, while the remaining 46.1% is influenced
by other variables.
Keywords: Quality of Product, Price, Promotion, Purchase Decision.

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Ketersediaan

MA.2014.1M.10.1629

1M.10.1629

Tersedia namun tidak untuk dipinjamkan - Missing

Informasi Detail

Judul Seri

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No. Panggil

1M.10.1629

Penerbit

SEMARANG : .,

Deskripsi Fisik

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Bahasa

ISBN/ISSN

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Klasifikasi

1M.10.1629

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

2014

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

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