Pengaruh Atribut Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Kemiri Pada Ud. Riva Di Kabupaten Jember

Fuadah, Rivatul (2020) Pengaruh Atribut Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Kemiri Pada Ud. Riva Di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to determine the effect of the marketing mix simultaneously and partially on the purchase decision of candlenut at UD.RIVA in Jember District. The analysis used in this research was Multiple Linear Regression Analysis, Analysis of the Coefficient of Determination (Adjust R Square), t test and F test. The results of this study indicated that there is a significant influence between the Product Attribute (X1), Price (X2), and promotion (X3) variables simultaneously or together on the dependent variable, the Purchase Decision (Y) of candlenut products at UD.RIVA. Meanwhile, partially the results showed that there is a significant influence between the Product Attribute (X1) and Price (X2) variables on the dependent variable, the Purchase Decision (Y) of candlenut products at UD.RIVA. While other variables, the Promotion variable (X3), have no significant effect on Purchasing Decisions (Y).

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