Pengaruh Ragam Produk, Harga, dan Viral Marketing Terhadap Keputusan Pembelian di Deliwafa Surabaya. (The Influence of Product Variety, Price, and Viral Marketing on Purchasing Decisions at Deliwafa Surabaya).

Aprisyah, Wulan (2024) Pengaruh Ragam Produk, Harga, dan Viral Marketing Terhadap Keputusan Pembelian di Deliwafa Surabaya. (The Influence of Product Variety, Price, and Viral Marketing on Purchasing Decisions at Deliwafa Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Industrial development in Indonesia is currently progressing and running rapidly. This rapid development makes entrepreneurs required to be more innovative and more creative in order to compete with competitors. One of the industries that has experienced progress is the fashion industry which has experienced a rapid increase. This rapidly growing fashion or clothing business causes competition to be more difficult. Rulers must think about how consumers can prefer their products over other products. Fashion or clothing businesses can better attract the attention of consumers by complementing the products they have, determining the appropriate price, and using the right marketing techniques such as viral marketing that makes consumers want to make purchases. The purpose of this study is to see the influence of Product Variety, Price, and Viral Marketing on Purchasing Decisions in Deliwafa Surabaya so that the existing fashion business can run well and can compete with competitors. This research is a quantitative research with data collected through questionnaires distributed to 100 respondents using Purposive Sampling techniques. The testing of the instrument in this study uses a validity test and a reliability test. This study uses classical assumption tests, namely normality test, multicoloniality test, and heteroscedasticity test. The analysis in this study uses a t-test, as well as a determination coefficient (R2) test with a data analysis technique, namely multiple linear regression. The results of this study show that the three independent variables, namely Product Variety, Price, and Viral Marketing individually (partially) affect the dependent variable, namely Purchase Decisions.

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