TA DIGITAL
Pengaruh kualitas produk, harga dan promosi penjualan terhadap minat beli konsumen pertamax pada wilayah Semarang
Gasoline has a very important role to support national development, especially in transportation sector. PT Pertamina (Persero) is an indonesian government-owned corporation which extracts and refines the country’s oil and gas reserves. Indonesia have many kinds of gasoline e.g. premium and pertamax.
The purpose of this study was to know the influence of product quality, price and sales promotion to willingness to buy pertamax in Semarang. The data were collected by questionnaire, interview, and literature studies.
The result of this study for regression analysis was the variable of product quality had negative effect to willingness to buy, and the variable of price and sales promotion had positive effect to willingness to buy. T test showed that, price and sales promotion had significant effect to willingness to buy. Variable of product quality showed no significant effect to willingness to buy. F test showed that the calculated F 15,168 > F table 2,6994, meaning that the all variables had significant effect to willingness to buy. The coefficient of determination that all variables had effect as 32,2%, the rest equalled to 67,8% influenced by other factors.
The conclusion of this studywas the variabels of price and seles promotion had positive effect to willingness to buy, and from F test showed that the all variabel had significant effect to willingness to buy. The all variabel in this study had effect as 32,2%, and the rest equalled to 67,8% influenced by other factors.
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