PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI MINYAK GORENG TROPICAL DI PASAR RAWA BEBEK, BEKASI

Aryanti, Vivi (2023) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI MINYAK GORENG TROPICAL DI PASAR RAWA BEBEK, BEKASI. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study was to determine the effect of price and product quality on buying interest for tropical cooking oil at Rawa Bebek Bekasi market. The population of this research is all Consumers in Rawa Bebek Market, Bekasi. The sample of this research is the Tropical Cooking Oil Consumer Community in Rawa Bebek Market, Bekasi, totaling 100 people. Determination of the sample in this study using the Purposive Sampling technique method. The use of the method used is descriptive statistics. For data analysis using statistical tests and calculations using multiple regression analysis which is calculated using Statistical Product and Service Solution 25.0 (SPSS 25.0) software. If reviewed partially, the results obtained from the price variable have a positive effect on buying interest. This is evidenced by the value of the t�count test for the variable price of 3.626 with a significant number of 0.000 or smaller than the standard error set at 0.05, then H0 is rejected and Ha is accepted, meaning that there is a significant positive effect between price and interest in buying in the oil consumer society. Tropical Fried at Rawa Bebek Market, Bekasi. Product Quality Variable has a positive effect on Purchase Intention. This is evidenced by the t-test value for the Product Quality variable of 11.023 with a significant number of 0.000 or smaller than the standard error set at 0.05, then H0 is rejected, Ha is accepted, meaning that there is a significant positive effect between Product Quality on Purchase Intention Community of Tropical Cooking Oil Consumers at Rawa Bebek Market, Bekasi. The effect of price and product quality on buying interest is 72.4%. While the remaining 27.6% is influenced by other factors. Keywords: Price, Product Quality and Interest to Buy

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