PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DODOL TAPE COKLAT DI PRIMA RASA KABUPATEN JEMBER

Aini, Qurratul (2017) PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DODOL TAPE COKLAT DI PRIMA RASA KABUPATEN JEMBER. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This research is based on the increasingly fierce business competition in the food business. This causing in revenue declines so that the need for action in relation to the quality of product, price, promotion, and location as-pronged strategy to increase the buying decision. This study aimed to analyze and examine the influence of product, price, promotion, and the location of the buying decision dodol tape chocolate in Prima Rasa, Jember District. The population in this study are all consumers who buy products dodol tape chocolate. sampling taken as many as 50 respondents using accidental sampling method. Then the data were analyzed using multiple linear regression analysis using SPSS 16:00. The test results simultaneously can be concluded that the variable quality of product, price, promotion, and location of positive and significant impact on purchasing decisions and variables that the most dominant influence is variable promotion.

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