PENGARUH CITA RASA, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PAKET OLEH-OLEH KHAS BETAWI MPOK NINI

Azis, Abdul (2022) PENGARUH CITA RASA, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PAKET OLEH-OLEH KHAS BETAWI MPOK NINI. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Mpok Nini is one of the souvenir shops in Bekasi City. The influence of taste, price and appropriate promotion to consumers, makes consumers make decisions in buying typical Betawi Mpok Nini products. Because Mpok Nini always provides the best service and the products sold are of good quality so that consumers want to buy the products sold by Mpok Nini. This study aims to determine (1) how the influence of taste, price, and promotion simultaneously on purchasing decisions at the Betawi Mpok Nini souvenir shop? (2) How do taste, price, and promotion partially influence purchasing decisions at the Betawi Mpok Nini souvenir shop?. This study uses survey methods and the data analysis used is descriptive analysis and multiple linear regression analysis. The results showed that the effect of taste, price and promotion on purchasing decisions had a strong relationship, namely 0.787, the coefficient of determination was 62% with the linear regression equation =1.383 + 0.254 X1 + 0.334 X2 + 0.342 X3. Taste, price and promotion have a joint effect on purchasing decisions at the Betawi Mpok Nini souvenir shop. Taste, price and promotion partially have a significant effect on purchasing decisions for Betawi Mpok Nini souvenirs. Keywords: Betawi food, taste, price, promotion, and purchasing decisions.

Item Type:

Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1))

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