Pengaruh Diferensiasi Produk, Cita Rasa dan Persepsi Harga Terhadap Keputusan Pembelian Makaroni Ngehe di Surabaya. (The Influence of Product Differentiation, Taste and Price Perception on Purchasing Decisions for Ngehe Macaroni in Surabaya).

Sari, Finda Kurnia (2023) Pengaruh Diferensiasi Produk, Cita Rasa dan Persepsi Harga Terhadap Keputusan Pembelian Makaroni Ngehe di Surabaya. (The Influence of Product Differentiation, Taste and Price Perception on Purchasing Decisions for Ngehe Macaroni in Surabaya). Undergraduate thesis, UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.

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Abstract

Business competition is now getting tougher, as now many snack businesses have sprung up with various characteristics and advantages of each. In order for a business to continue to compete in the business world, the company must be able to meet the needs and desires of consumers. one of the companies involved in the business competition is Makaroni Ngehe, a typical Tasikmalya snack with the main ingredient macroni which is fried dry, crispy and wet fluffier with a variety of flavors and spicy sensations that can be adjusted to the wishes of consumers. Makroni Ngehe already has various branches in big cities, one of which is in the city of Surabaya. The formulation of the problem in this study is whether there is an effect of Product Differentiation, Taste, and Price Perception on purchasing decisions in Surabaya. The purpose of this study is to determine and analyze the effect of Product Differentiation, Taste, and Price Perception partially and simultaneously on purchasing decisions. This type of research is quantitative using non-probability sampling method by using accidental sampling technique with a sample of 100 respondents. The population in this study are all consumers who buy and consume Macaroni Ngehe in Surabaya and the data collection technique is e-questionnaire via Google form and data analysis techniques. The analysis technique used in this research is multiple linear regression analysis, validity test, reliability test, test classic assumptions and hypothesis testing. The results of this study indicate that product differentiation, taste, and price perception have a positive and significant effect both partially and simultaneously on purchasing decisions. Keywords : Product Differentiation, Taste, Perceived Price and Purchase Decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Product Differentiation, Taste, Perceived Price and Purchase Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1121900070 Finda Kurnia Sari
Date Deposited:	14 Sep 2023 07:01
Last Modified:	14 Sep 2023 07:01
URI:	http://repository.untag-sby.ac.id/id/eprint/24510

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