PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN TESTIMONI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA KRIWIL FOOD

Noorsari, Maulida (2024) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN TESTIMONI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA KRIWIL FOOD. Undergraduate thesis, Universitas Muhammadiyah Malang.

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Abstract

This research aims to determine product quality (X1), price perception (X2), and customer testimonials (X3) regarding purchasing decisions (Y) at the Kriwil Food Restaurant. The sample in this study was 100 people. Data analysis techniques include validity tests, reliability tests, normality tests, heteroscedasticity tests, multicollinearity tests, multiple linear regression analysis, and t tests. The research method used is descriptive quantitative. The research results show that in the validity test each question item on the variables (product quality, price perception, and customer testimonials) has a significance value of <0.05, so the data is declared valid. Next, there is a reliability test for each variable which has a cronbqach alpha value > 0.60 so that the question is declared reliable. Then, in the t test, it is known that each variable has a significance value of t < 0.05 and a t value > t table so that product quality, price perception and customer testimonials partially influence purchasing decisions at the Kriwil Food Restaurant.

Item Type: Thesis (Undergraduate)
Student ID: 202010160311154
Keywords: Product Quality, Price Perception, Testimonials Partially, Purchasing Decision
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
H Social Sciences > HF Commerce
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 202010160311154 maulidanoorsari
Date Deposited: 23 Jan 2024 03:43
Last Modified: 23 Jan 2024 03:43
URI: https://eprints.umm.ac.id/id/eprint/2861

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