Pengaruh Cita Rasa, Kemasan dan Persepsi Harga Terhadap Keputusan Pembelian Mixue di Surabaya Timur. (The Influence of Taste, Packaging and Price Perception on Mixue Purchase Decisions in East Surabaya.)

Fitriani, Clarrisa Kurnia (2023) Pengaruh Cita Rasa, Kemasan dan Persepsi Harga Terhadap Keputusan Pembelian Mixue di Surabaya Timur. (The Influence of Taste, Packaging and Price Perception on Mixue Purchase Decisions in East Surabaya.). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The purpose of this research is to show and analyze the effect of taste, packaging and price perceptions on Mixue purchasing decisions in East Surabaya. The research used is a quantitative research. The population used in this study only consisted of Mixue consumers from East Surabaya The sampling technique used was purposive sampling, using the selected research sample criteria and calculated using SPSS Version 26 to produce a total sample of 100 respondents. The data analysis technique used is multiple linear regression analysis, coefficient of determination (R2) and hypothesis testing with the t-test and f-test, while the classic assumption test is the normality test, multicollinearity test and heteroscedasticity test. In this study all indicators used are valid and reliable. The results of testing the classical assumptions show that this study fulfills, among others: 1) both regression models are free from multicollinearity; 2) there is no heteroscedasticity; and 3) the residuals of the two regression models are normally distributed. The results of the analysis concluded that taste (X1), packaging (X2) and perceived price (X3) partially had a significant effect on purchasing decisions (Y) in Mixue East Surabaya. Simultaneously, it shows that taste, packaging and price perceptions have a significant effect on Mixue purchasing decisions in East Surabaya.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Taste, Packaging, Perceived Price, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1211900134 Clarrisa Kurnia Fitriani
Date Deposited:	29 Jan 2024 07:00
Last Modified:	31 Jan 2024 02:25
URI:	http://repository.untag-sby.ac.id/id/eprint/27968

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