PENGARUH ATRIBUT PRODUK, IKLAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC (STUDI KASUS MAHASISWA/I PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TRIDINANTI)

Gea, Libni Eveneris (2024) PENGARUH ATRIBUT PRODUK, IKLAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC (STUDI KASUS MAHASISWA/I PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TRIDINANTI). S-1 thesis, 021008-Universitas Tridinanti Palembang.

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Abstract

ABSTRAK LIBNI EVENERIS GEA, Pengaruh Atribut Produk, Iklan, dan Harga terhadap Keputusan Pembelian Produk Skintific (Studi kasus mahasiswa/i program studi Manajemen Fakultas Ekonomi dan Bisnis). (Dibawah bimbingan Bapak Kartawinata, SE., MP dan Ibu Dian Septianti, SE, MM). Penelitian ini bertujuan untuk mengetahui apakah Pengaruh Atribut Produk, Iklan, dan Harga terhadap Keputusan Pembelian Produk Skintific (Studi kasus mahasiswa/i program studi Manajemen Fakultas Ekonomi dan Bisnis). Penentuan sampel dalam penelitian ini menggunakan teknik purposive sampling. purposive sampling adalah teknik menentukan sampel penelitian dengan beberapa pertimbangan tertentu yang bertujuan agar data yang diperoleh nantinya bisa lebih representative. Jenis data yang digunakan yaitu data primer dengan menggunakan kuesioner. Teknik analisis yang digunakan adalah regresi berganda. Hasil penelitian berdasarkan hasil uji F menunjukkan bahwa secara simultan terdapat pengaruh yang signifikan dari Atribut Produk (X1), Iklan (X2), Harga (X3) terhadap Keputusan Pembelian (Y). Berdasarkan hasil uji t menunjukan bahwa Variabel Atribut Produk (X1) tidak berpengaruh signifikan terhadap keputusan pembelian (Y), Iklan (X2) dan Harga (X3) berpengaruh signifikan terhadap Keputusan Pembelian (Y). Kata Kunci : Atribut Produk, Iklan, Harga, Keputusan Pembelian. ABSTRACT LIBNI EVENERIS GEA, The Influence of Product Attributes, Advertising and Price on Purchasing Decisions for Skintific Products (Case study of Management study program students, Faculty of Economics and Business). (Under the guidance of Mr. Kartawinata, SE., MP and Mrs. Dian Septianti, SE, MM). This research aims to determine the influence of product attributes, advertising and price on purchasing decisions for synthetic products (case study of students in the Management study program, Faculty of Economics and Business). Determining the sample in this study used a purposive sampling technique. Purposive sampling is a technique for determining research samples with certain considerations with the aim of making the data obtained later more representative. The type of data used is primary data using a questionnaire. The analysis technique used is multiple regression. The research results based on the F test results show that simultaneously there is a significant influence of Product Attributes (X1), Advertising (X2), Price (X3) on Purchasing Decisions (Y). Based on the results of the t test, it shows that the Product Attribute Variable (X1) has no significant effect on purchasing decisions (Y), Advertising (X2) and Price (X3) have a significant effect on Purchasing Decisions (Y). Keywords: Product Attributes, Advertisement, Price, Purchase Decision.

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Ms Libni Eveneris Gea
Date Deposited: 18 Apr 2024 04:05
Last Modified: 18 Apr 2024 04:05
URI: http://repository.univ-tridinanti.ac.id/id/eprint/8412

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