ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN ( AMDK ) MEREK AQUA ( Studi pada Konsumen Toko Bhakti Mart KPRI Bhakti Praja Provinsi Jawa Tengah )

ARUMSARI, Dheany and KHASANAH , Imroatul (2012) ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN ( AMDK ) MEREK AQUA ( Studi pada Konsumen Toko Bhakti Mart KPRI Bhakti Praja Provinsi Jawa Tengah ). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

Fast growing in packed drinking water industry, marked with more product brands at the market place across the country, has made the industry more competitive. This study aimed to examine the effect of product quality, price, and promotion on purchase decision of packed drinking water (AMDK) of the Aqua brand. The study applied an accidental sampling, using 100 samples of customers of Bhakti Mart Semarang as the population. These samples were then subject to a multiple linear regression analysis to gain the result based on regression of Y = 0,509 X1 + 0,401 X2 + 0,252 X3. Result of the study evidenced that price had a stronger effect than the other two independent variables on purchase decision. The evidence concluded that product quality had a positive and significant effect on purchase decision, price had a positive and significant effect on purchase decision, and promotion had a positive and significant effect on purchase decision.

Item Type:Thesis (Undergraduate)
Additional Information:product quality, price, promotion, and purchase decision.
Uncontrolled Keywords:product quality, price, promotion, and purchase decision.
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:35569
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:20 Jun 2012 09:52
Last Modified:20 Jun 2012 09:52

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