PENGARUH KEMASAN, MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SUSU SAPI BEST COW DI DESA AJUNG

Nurul, Riski Amalia (2021) PENGARUH KEMASAN, MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SUSU SAPI BEST COW DI DESA AJUNG. Undergraduate thesis, UNIVERSITAS MUHAMMADIYAH JEMBER.

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Abstract

This study aims to determine the effect of packaging, brand, and product quality on purchasing decisions for Best Cow cow's milk in Ajung Village. The type of research used is quantitative research and data collection techniques using observations, interviews and questionnaires to 100 respondents with purposive sampling technique. The analytical tools used in this research are validity test, reliability test, classical assumption test, multiple linear regression analysis, T test, and R2 test. The results of testing the first hypothesis (H1) show that there is a significant influence between packaging on purchasing decisions with a significance level of 0.000 (p <0.05) for the second hypothesis (H2) indicating that there is a significant influence between brands on purchasing decisions with a significance level of 0.001 (p <0.05) and for the third hypothesis (H3) shows that there is a significant influence between product quality on purchasing decisions with a significance level of 0.000 (p <0.05). Thus it can be concluded that the independent variables (X1, X2, and X3) jointly affect the dependent variable (Y) the decision to purchase Best Cow milk in Ajung Village.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Packaging, Brand, Product Quality and Purchase Decision
Subjects:	300 Social Science > 330 Economics
Divisions:	Faculty of Economics > Department of Management (S1)
Depositing User:	Nurul Riski Amalia
Date Deposited:	16 Jul 2021 04:03
Last Modified:	16 Jul 2021 04:03
URI:	http://repository.unmuhjember.ac.id/id/eprint/11084

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