FITRIA  NURLITA PURWA

doi:10.26740/jptn.v3n2.p%p

Authors

FITRIA NURLITA PURWA

DOI:

https://doi.org/10.26740/jptn.v3n2.p%25p

Abstract

Perkembangan Kota Kediri yang semakin pesat mengakibatkan banyaknya persaingan bisnis semakin kuat. Persaingan yang semakin pesat menyebabkan produsen berlomba – lomba dalam memberikan produk minuman yang berkualitas dan mempunyai harga yang relatif terjangkau. Dalam penelitian ini bertujuan untuk membuktikan pengaruh harga dan kualitas produk terhadap keputusan pembelian pada konsumen Susu Mak Tam Kediri. Data primer dikumpulkan melalui penyebaran angket kepada 285 orang responden. Teknik analisis yang digunakan adalah Regresi Linear Berganda. Berdasarkan hasil analisis yang menguji harga dan kualitas terhadap keputusan pembelian pada konsumen Susu Mak Tam Kediri, dapat disimpulkan bahwa harga dan kualitas produk berpengaruh terhadap keputusan pembelian. Variabel kualitas produk mempunyai pengaruh yang sangat dominan terhadap keputusan pembelian.

Kata kunci : harga, kualitas produk, keputusan pembelian dan Susu mak Tam

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Published

2015-06-11

How to Cite

NURLITA PURWA, F. (2015). Jurnal Pendidikan Tata Niaga (JPTN), 3(2). https://doi.org/10.26740/jptn.v3n2.p%p

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Issue

Vol. 3 No. 2 (2015)

Section

Articles

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