Pramurdjito, Okky Ihzan Satria (2023) PENGARUH HARGA, KUALITAS PRODUK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MINUMAN KOPI (STUDI PADA KONSUMEN DI SEKALA COFFEE MADIUN). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The development of coffee consumption has also encouraged many new coffee shop businesses to emerge. So that it results in competition in the coffee shop business. This has led to a decline in sales experienced by Sekala Coffee Madiun. The purpose of this study was to analyze the effect of price, product quality, and word of mouth on purchasing decisions for coffee drinks at Sekala Coffee Madiun. The sample used in this research was 75 people who had bought coffee drink products at Sekala Coffee Madiun. The sampling technique used Accidental sampling technique. Data collection methods in this study are primary data and secondary data. The data analysis method used in this research is component�based Structural Equation Model (SEM) analysis using PLS which was chosen as the analysis tool with the help of the SmartPLS 3 program. The results of this study indicate that the price variable has no influence on purchasing decisions. Meanwhile, the product quality variable has a significant and significant influence on purchasing decisions. Likewise, the word of mouth variable has an influence and is significant on purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | okky ihzan satria | ||||||||||||
| Date Deposited: | 27 Jul 2023 08:44 | ||||||||||||
| Last Modified: | 27 Jul 2023 08:44 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16553 |
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