PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SARI BUAH APEL

Darji, Kasmirawadi (2009) PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SARI BUAH APEL. Other thesis, University of Muhammadiyah Malang.

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Abstract

This final thesis entitled “Pengaruh Atribut Produk Terhadap Keputusan Pembelian Produk Sari Buah Apel”. The purpose of this research is: first, to find out is there any effect of the product attribute (which consist of mainstay variable: merk, quality, packaging, label, citra, service added dan product guarantee) that influence of customer buying decision. Second, which variable of product attribute has dominant influence for customer buying decision of Sari Buah Apel. Based on theory and former research, there is two hypothesis that concluded here. First, product attribute (which consist of mainstay variable: merk, quality, packaging, label, citra, service added dan product guarantee) surely has significant influence customer buying decision of sari buah apel. Second, packaging variable is quest have very dominant effect. The object of this research is people that purchasing sari buah apel which i met in this research location, the location of this research is Batu and fiew market place that is only selling one kind of product, Sari Buah Apel. Only 80 samples that choosen in this research. The result is: First, product attribute founded has an effect for customer buying decision but only one variable. Second, only packaging variable which have the dominant effect for customer buying decision. Thereby the suggestion on this research is: keeping the packaging for this product, because the results got that is only packaging variable have the dominant effect for customer buying decision. The second hypothesis is proven.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: Anwar Jasin
Date Deposited: 04 Apr 2012 04:23
Last Modified: 04 Apr 2012 04:23
URI: http://eprints.umm.ac.id/id/eprint/1835

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