Detail Cantuman Kembali
Pengaruh Produk, harga, promosi, dan merek terhadap keputusan pembelian pada depot ayam goring prima Surabaya.
- Bagikan:
ABSTRACT
Business competition culinary world today more and more to make the competitors in the culinary world are competing to provide the presentation of different foods , because the consumer wants met all his needs and also want to look for something very practical to buy the consumer likes the menu . One of the studies used as one of the research is Prima Fried Chicken Depot located on the highway Mulyosari precisely in the city of Surabaya . The purpose of this study was to determine the effect of simultaneously and partially between the variables of product, price , promotion , branding on consumer purchasing decisions Depot Fried Chicken Prima Surabaya .
From the analysis of the above study it can be concluded that the product ( X1 ) , price ( X2 ) , promotion ( X3 ) , and brand ( X4 ) simultaneously influence the purchase decision ( Y ) , thus the first hypothesis is proven . The second hypothesis stated that no significant variable is the variable product ( X1 ) , price ( X2 ) , and brand ( X4 ) because it has a value above 0.05 , while the significant variable is the variable promotion ( X3 ) because it has a value below 0.05
From the first hypothesis using the F test that simultaneously influence and proved the first hypothesis , the second hypothesis using the t test partial effect , the third hypothesis is the most dominant promotion variable ( X3 ) , because it has the highest value obtained from the Standardized Beta Coefficients .
Kata Kunci : Fried Chicken Prima Surabaya, Promotion, Purchase Decision
Yohana Tedjowahyudi (11110010) - Personal Name
2014
Sk.Eko Ted 142 2014
Sk.Eko Ted 142 2014
Text
Indonesia
Universitas Widya Kartika
2014
Surabaya
xiii, 106 hal ; 29 cm.
LOADING LIST...
LOADING LIST...