Pengaruh Rasa, Harga Dan Merek Terhadap Keputusan Pembelian Konsumen Mi Goreng Indomie Di Alfamart Dan Indomaret Kecamatan Ambulu, Kabupaten Jember

Habiba, Eres Marsestia (2016) Pengaruh Rasa, Harga Dan Merek Terhadap Keputusan Pembelian Konsumen Mi Goreng Indomie Di Alfamart Dan Indomaret Kecamatan Ambulu, Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

his study aimed to determine the influence of consumer behavior on purchasing decisions Mi Goreng Indomie in District Ambulu Jember. In this study reveals the influence of factors Taste, Price and Brand either simultaneously or partially, as well as the significant factors that influence purchasing decisions Mi Goreng Indomie in District Ambulu, Jember. This research used purposive sampling with 60 respondents, who bought Mi Goreng Indomie in District Ambulu. The analysis technique used primarily in this study is multiple regression analysis. The results showed that the variables Taste (X1) = (0.009) significantly influence purchasing decisions, variable Brand = (0.00) significant influence purchasing decisions, variable Price (X2) = (0.418) no significant effect on cunsomer decisions buying Mi Goreng Indomie in Alfamart and Indomart Districts Ambulu, Jember.

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