Adibroto, Husai Septian (2021) Pengaruh Kualitas Produk, Persepsi Harga dan Periklanan Terhadap Keputusan Pembelian Sepatu Ventela di Kota Surabaya. (Influence of Product Quality, Price Perception, and Advertising on Purchase Decision Ventela Shoes at Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Ventela is a shoe brand made by PT. Sinar Runnerindo which is located at Soreang, Kopo Katapang KM 12.8, Bandung. Ventela Shoes is one of the shoe brands produced by a large factory at Bandung since 1970. Producing a local brand called Dallas, then reborn and now called Ventela. Ventela itself became known in 2017 by William Ventela, an owner of a retreading shoe factory since 1989 at Bandung, West Java who is now better known as Ventela. The research objectives to be achieved in accordance with the formulation of the problem described above are to determine, analyze, and answer the role of Product Quality, Price Perception, and Advertising decisions on the purchase of Ventela shoes in the city of Surabaya. This study took respondents from three retail stores that sell Ventela shoes. The type of research used is quantitative research methods with data collection methods conducted through questionnaires and samples taken as many as 100 respondents with saturated sampling technique from an unlimited number of populations. The analytical technique used is multiple linear analysis and for hypothesis testing, the t test and F test are used. While the classical assumption test used is the Normality Test, the Kedastisity Test, and the Multicollinearity Test. The results showed that product quality had an effect on purchasing decisions as evidenced by the t-test which showed a significance value of 0.048 <0.05, price perception had an effect on purchasing decisions as indicated by the t�test which showed a significance value of 0.008 <0.05, and influenced the decision. as evidenced by the t-test which shows a significance value of 0.000 <0.05. The results also show that product quality, price perception, and advertising have a simultaneous effect on purchasing decisions as evidenced by the F test which shows a significance value of 0.000 <0.05. Keywords: Product Quality, Price Perception, Advertising, Purchase Decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211700315 Husai Septian Adibroto |
| Date Deposited: | 25 May 2023 04:46 |
| Last Modified: | 25 May 2023 04:46 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/23484 |
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