Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian UKM DIVA FOOD (Studi Konsumen Diva Food di Kec. Gedangan). (The Influence of Product Quality and Price on Purchasing Decisions of DIVA FOOD SMEs (Study of Diva Food Consumers in Gedangan District)).

Putra, Viga Akbar Fernanda (2024) Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian UKM DIVA FOOD (Studi Konsumen Diva Food di Kec. Gedangan). (The Influence of Product Quality and Price on Purchasing Decisions of DIVA FOOD SMEs (Study of Diva Food Consumers in Gedangan District)). Undergraduate thesis, Universitas 17 Agustus 1945.

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Abstract

The current era of globalization is not only technology that has undergone development and change, but people's lifestyles have begun to change. Changes in lifestyle, including increased awareness of health and the need for food that is practical but still nutritious, encourage people to look for alternative foods that are healthy and easy to prepare, where people choose to eat outside because it is more time efficient for those who have a busy life, this has caused the culinary industry to experience rapid development where what used to be raw materials that had to be cooked one by one became frozen foods that were practical and had a longer shelf life. UKM Diva Food A business that stands in the culinary field of frozen food founded by Anie Riskayanti in 2009 using the brand "Diva" with the jargon "Diva Delicious Food" by offering a variety of frozen food products. The purpose of the study was to determine the quality of products and prices simultaneously affect purchasing decisions at Diva Food SMEs in Gedangan kec. The type of research used is quantitative research. In collecting data, the technique used is non-probability sampling. The number of respondents in this study were 96 respondents. In this study using the t test and the F test from the results of the analysis used it can be seen that the t test of the two independent variables, namely product quality and price partially have a significant effect on the dependent variable, namely the purchase decision on SME Diva Food in kec. Gedangan then the results of the analysis using the F test can be seen that the two independent variables, namely Product Quality and Price simultaneously have a significant effect on the Purchase Decision variable at UKM Diva Food in Kec. Gedangan. So it can be concluded that product quality and price partially and simultaneously have a significant effect on purchasing decisions at UKM Diva Food in kec. Gedangan.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Product Quality, Price, Purchase Decision
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1121900185 Viga Akbar Fernanda Putra
Date Deposited:	30 Aug 2024 03:35
Last Modified:	14 Oct 2024 02:37
URI:	http://repository.untag-sby.ac.id/id/eprint/33752

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