pengaruh kualitas produk dan harga terhadap keputusan pembelian rokok sampoerna a mild di surabaya selatan

basri, Ahmad Faizal basri (2024) pengaruh kualitas produk dan harga terhadap keputusan pembelian rokok sampoerna a mild di surabaya selatan. Bachelor (S1) thesis, Universities Wijaya Kusuma Suarabaya.

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Abstract

This research aims to determine: the influence of product quality on the decision to purchase Sampoerna A Mild cigarettes in South Surabaya, the influence of price on the decision to purchase Sampoerna A Mild cigarettes in South Surabaya, the influence of product quality and price together on the decision to purchase Sampoerna A Mild cigarettes in South Surabaya. South Surabaya. The analysis method in this research uses quantitative primary data, the test stages carried out are: validity test, reliability test, multiple linear regression test, t test (partial), f test (together) and coefficient of determination test (R2). The data used in this research used an online questionnaire, and valid data was collected from 52 respondents with the criteria of consumers who had purchased Sampoerna A mild cigarettes. The testing tool used is SPSS. (1) The research results of the t test (partial) show a t_count value of -1,589 < t_table (2.009) with a greater significance level of 0.118 > 0.05. Therefore, Ho is accepted and Ha is rejected, indicating that product quality has no effect on purchasing decisions, (2) and the price variable has a t_count value of 6,913 > t_table (2.009) with a significance level of 0.000 < 0.05. So, Ho is rejected and Ha is accepted. Thus, the second hypothesis which states that price has an important influence on purchasing decisions in South Surabaya can be proven. (3) Based on the results of the F test research, it shows that the fcount value is 57.036 while the ftable value is 2.734 (df1 = 2 and df2 = 52-3 = 49) and the significance value of the f test is 0.000 with an α (alpha) value of 0.05. This shows the results of Fcount > Ftable or 57.036 > 3.187 and the significance of the F test < α (alpha) or 0.000 < 0.05, then H0 is rejected and Ha is accepted. This proves that the independent variables consisting of Product Quality and Price have results together and have an influence on Purchasing Decisions. Keywords: Product Quality, Price, Purchasing Decisions

Item Type:	Thesis (Bachelor (S1))
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Ahmad Faizal Basri
Date Deposited:	19 Sep 2024 02:59
Last Modified:	19 Sep 2024 02:59
URI:	http://erepository.uwks.ac.id/id/eprint/19096

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