TA DIGITAL
Analisis pengaruh promosi, keterjangkauan harga dan kualitas produk terhadap keputusan pembelian produk minute maid pulpy untuk wilayah kota Semarang
The objective of this final report was to find out the influence of promotion, affordability price and quality of product on the product purchasing decision of minute maid pulpy in Semarang Region. Questionnaires, and literature studies were the instruments used to collect data. Questionnaires were distributed to 100 respondents.
Multiple linear regression coefficient was used to analyze the data. Regression analysis was used to determine the influence of promotion, affordability price and product quality on the products purchasing decision of minute maid pulpy for Semarang Region.
The data showed that the calculation of regression coefficients was Y = 3,367+0,201X1+0,183X2+0,344X3. It meant that there was positive influence on the products purchasing decision. The coefficient of determination was 0,325. It meant that the product purchasing decision of 32,5% was influenced by promotion, affordability price and product quality. While the rest of 67,5% was influenced by other factors. The value of variable regression coefficient indicated a positive effect; promotion, affordability price and product quality had significant influence to product purchasing decision.
Therefore, The company should maintain the existing quality and the company should be able to add more varieties of flavors.
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