Palupi, Diana Budi (2023) Pengaruh Harga, Kualitas Produk, Dan Iklan Terhadap Keputusan Pembelian Produk Mie Lemonilo (Studi Kasus Pada Konsumen Mie Lemonilo di TOP Swalayan Pare Kediri). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The high consumption rate of instant noodles in Indonesia has resulted in high consumer interest in instant noodles resulting in intense competition between companies, which is an impetus for innovation. One of the company's innovations is to produce healthy instant noodles so that companies can compete with other similar products. One of the healthy instant noodle brands that is commonly known by the public is Lemonilo instant noodles. This study aims to determine the effect of price, product quality, and advertising on purchasing decisions of Lemonilo instant noodles. This study used a quantitative approach with the Partial Least Square analysis technique using the WarpPLS 8.0 software. There were 97 respondents in the study who were selected using a purposive sampling method. Respondents in this study were consumers of Lemonilo instant noodles who had purchased more than once. The results showed that the variables of price, product quality, and advertising had a significant effect on purchasing decisions by 53%, the rest were influenced by factors not included in this study. Keyword : Price, Product Quality, Advertising, Purchase Decision, PLS.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Diana Budi Palupi | ||||||||||||
| Date Deposited: | 05 Jun 2023 02:42 | ||||||||||||
| Last Modified: | 05 Jun 2023 02:42 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/14431 |
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