Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian (studi kasus pada usaha Rujak Cingur Warung Cak No Gedung TVRI di Kota Surabaya)

Sakinah, Sherin Ilfi (2021) Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian (studi kasus pada usaha Rujak Cingur Warung Cak No Gedung TVRI di Kota Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Akhir – akhir ini banyak sekali usaha kuliner yang digemari oleh kalangan muda atau generasi millenial, mulai dari makanan tradisional maupun makanan kekinian. Generasi millenial saat ini berlomba – lomba mencicipi berbagai jenis kuliner yang sedang populer di kalangannya, generasi millenial cenderung menikmati dan membuat konten pada media sosial yang mereka gunakan. Untuk dapat menarik minat beli pelanggan pengusaha harus berusaha untuk meningkatkan dan mempertahankan kualitas produk dan promosi dengan harga jual yang sesuai, dan menjadi mampu menjawab kebutuhan dan keinginan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk, dan promosi terhadap keputusan pembelian usaha rujak cingur warung Cak No gedung TVRI di Kota Surabaya, populasi dalam penelitian ini adalah konsumen yang telah membeli produk rujak cingur Cak No gedung TVRI di Kota Surabaya. Dengan munggunakan teknik purposive sampling, pengumpulan data responden menggunakan kuesioner sebanyak 103 responden. Analisis yang digunakan dalam penelitian ini adalah regresi linear berganda, uji F, uji t, uji korelasi, uji koefisiensi determinasi. Hasil penelitian ini menunjukkan bahwa harga, kualitas produk, dan promosi berpengaruh terhadap keputusan pembelian.

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