Faktor Atribut Produk Yang Mempengaruhi Keputusan Pembelian Produk di Multi Rasa Bakery Jember

Safitri, Lusi Dwi (2021) Faktor Atribut Produk Yang Mempengaruhi Keputusan Pembelian Produk di Multi Rasa Bakery Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The objectives of this study were (1) to analyze and find out whether the variables of product quality, price, brand and packaging simultaneously have a significant effect on purchasing decisions, (2) to analyze and find out whether the variables of product quality, price, brand and packaging partially have a significant effect on purchasing decisions. (3) to analyze and find out whether the variable product quality has a dominant effect on purchasing decisions. The population in this study are consumers who have made purchases at Multi Rasa Bakery Jember. Sampling using incidental sampling technique of 50 respondents. The data used are primary and secondary data. The data analysis technique used is Multiple Linear Regression Analysis using SPSS 21.0 for Windows. From the test results it can be concluded that: (1) based on simultaneous regression testing or F test, the independent variables namely product quality, price, brand and packaging simultaneously or together have a significant effect on the dependent variable, namely the purchase decision, (2) testing t test regression shows that the variables that have a significant effect on product purchasing decisions at Multi Rasa Bakery Jember are product quality, price and brand variables. While the packaging variable has no significant effect on product purchasing decisions at Multi Rasa Bakery Jember. The variable that has the dominant influence on product purchasing decisions at Multi Rasa Bakery Jember is the brand variable.

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