PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI GULA NUSAKITA PRODUKSI PG. SEMBORO KABUPATEN JEMBER

QORINA, ANNISA ISTIFARIN (2023) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI GULA NUSAKITA PRODUKSI PG. SEMBORO KABUPATEN JEMBER. Masters thesis, UNIVERSITAS MUHAMMADIYAH JEMBER.

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Abstract

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ABSTRAK
Saat ini permintaan gula di pasar semakin meningkat, sedangkan industri
gula lokal mengalami fenomena penurunan produksi gula. Penambahan produk
harus diiringi dengan peningkatan kualitas produksi dan harga yang dapat
diterima oleh konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh
harga, kualitas produk, minat beli terhadap keputusan pembelian pada produk gula
Nusakita PG. Semboro Kabupaten Jember. Sampel ditentukan sebanyak 100
konsumen dengan menggunakan metode purposive sampling dengan syarat
konsumen pernah membeli gula Nusakita minimal satu kali. Hasil penelitian ini
setelah dianalisis dengan WarpPLS 7.0 menunjukkan bahwa variabel harga dan
kualitas produk berpengaruh signifikan terhadap minat beli dan keputusan
pembelian gula Nusakita. Harga Gula Nusakita PG. Semboro tidak memiliki
pengaruh yang signifikan terhadap keputusan pembelian. Kualitas Gula Nusakita
PG. Semboro memiliki pengaruh signifikan terhadap keputusan pembelian.
Pengaruh harga dan kualitas produk terhadap keputusan pembelian berpengaruh
signifikan melalui minat beli konsumen gula Nusakita PG. Semboro Jember.
Kata Kunci : Harga, Kualitas, Minat Beli, Keputusan Pembelian, Gulaix
ABSTRACTS
Currently, the demand for sugar in the market is increasing, while the
local sugar industry is experiencing a phenomenon of decreased sugar
production. The addition of products should be accompanied by an increase in the
quality of production and prices that are acceptable to consumers. This study
aims to determine the effect of price, product quality, purchase intention on
purchasing decisions on sugar products Nusakita PG. Semboro Jember Regency.
The sample was determined by 100 customers using a purposive sampling method
with the condition that customers had bought Nusakita sugar at least once. The
results of this study after being analyzed with WarpPLS 7.0 show that the variable
price and product quality have a significant effect on buying interest and
purchasing decisions for Nusakita sugar. Nusakita Sugar Price PG. Semboro does
not have a significant influence on purchasing decisions. Sugar quality Nusakita
PG. Semboro has a significant influence on purchasing decisions. The effect of
price and product quality on purchasing decisions has a significant effect through
the buying interest of Nusakita PG. Semboro Jember.
Keywords: Price , Quality , Interest Buy , Decision Purchasing , Sugar

Contribution

Nama Dosen Pembimbing

NIDN/NIDK

Dosen Pembimbing

Sanosra, Abadi

NIDN0718077802

Dosen Pembimbing

UNSPECIFIED

UNSPECIFIED

Item Type:	Thesis (Masters)
Keywords/Kata Kunci:	Harga, Kualitas, Minat Beli, Keputusan Pembelian, Gula
Subjects:	300 Social Science > 330 Economics > 332 Financial Economics, Finance
Divisions:	Graduate School > Magister Management (S2)
Depositing User:	ANNISA ISTIFARIN QORINA | annisakarin01@gmail.com
Date Deposited:	18 Aug 2023 01:49
Last Modified:	18 Aug 2023 01:49
URI:	http://repository.unmuhjember.ac.id/id/eprint/19311

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