Prastiwi, Feby Anggita (2023) ANALISIS PENGARUH HARGA, LOKASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUAH DAN SAYUR DI SUPERMARKET HOKKY PANGLIMA SUDIRMAN SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The level of consumption of fruit and vegetables per capita in a year in East Java has increased, but the level of consumption of fruit is still lower than vegetables. The emergence of fruit marketing companies, both supermarkets and shops, resulted in intense competition to overcome the increasing competition in seizing market opportunities. This study analyzes consumer characteristics and analyzes the effect of price, location and product quality on fruit and vegetable purchasing decisions at Hokky Panglima Sudirman Supermarket Surabaya. This research was conducted at the Hokky Panglima Sudirman Supermarket, Surabaya. The sampling technique was accidental sampling with 80 respondents. The sample criteria used are consumers who buy fruit and vegetables at the Hokky Panglima Sudirman Supermarket, Surabaya. The analysis method uses SEM-PLS with the help of WarpPLS version 8.0 software. The results of this study indicate that price, location and product quality have a positive effect and significant on fruit and vegetable purchasing decisions at Hokky Panglima Sudirman Supermarket Surabaya Keywords : price, place, product quality, purchasing decisions, supermarket
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning H Social Sciences > HD Industries. Land use. Labor > HD9980 Service Industries |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Feby Anggita Prastiwi | ||||||||||||
| Date Deposited: | 20 Jul 2023 05:24 | ||||||||||||
| Last Modified: | 20 Jul 2023 05:24 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15564 |
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