PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU SUSTAGEN PADA PT. BINA SAN PRIMA TAHUN 2021

Larasati, Larasati (2021) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU SUSTAGEN PADA PT. BINA SAN PRIMA TAHUN 2021. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Penelitian ini bertujuan untuk meguji dan menjelaskan : (1) pengaruh kualitas produk terhadap keputusan pembelian produk susus sustagen pada PT. Bina San Prima (2) pengaruh promosi terhadap keputusan pembelian produk susus sustagen pada PT. Bina San Prima Penelitian ini menggunakan rancangan penelitian deskriftif kuantitatif dan merupakan penelitian survey dengan teknik pengambilan sampel accidental sampling. Populasi penelitian seluruh konsumen yang mengonsumsi susu sustagen dan sampel sebesar 90 responden dengan analisis data Regresi Linier Berganda. Hasil penelitian menunjukkan 1) kualiatas produk berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, 2) promosi berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, 3) secara simultan kualitas produk dan promosi berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, This study aims to examine and explain: (1) the effect of product quality on purchasing decisions for milk products at PT. Bina San Prima (2) the effect of promotion on the decision to purchase milk products at PT. Bina San Prima This study uses a quantitative descriptive research design and is a survey research with accidental sampling technique. The research population was all consumers who consumed Susagen milk and a sample of 90 respondents with multiple linear regression data analysis. The results showed that 1) product quality had a significant effect on consumer purchasing decisions for Susagen milk products at PT. Bina San Prima, 2) promotion has a significant effect on consumer purchasing decisions of Susagen milk products at PT. Bina San Prima, 3) simultaneously product quality and promotion have a significant effect on consumer purchasing decisions for milk products at PT. Bina San Prima

Item Type: Thesis (Diploma)
Uncontrolled Keywords: kualiatas produk, Promosi, dan Keputusan Pembelian
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HG Finance
Depositing User: Larasati
Date Deposited: 16 Sep 2021 02:18
Last Modified: 16 Sep 2021 02:18
URI: http://eprints.uniska-bjm.ac.id/id/eprint/7502

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