Lang Itan, Surya (2024) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TEH KOTAK ULTRAJAYA DI SUPER INDO - HR MUHAMMAD SURABAYA. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This research aims to determine the influence of product quality, price and promotion on purchasing decisions for Teh Kotak Ultrajaya. The choice of location in the city of Surabaya was determined purposively. The population is consumers of 300 ml Ultrajaya Box Tea. Determination of the sample using purposive sampling technique. The samples taken amounted to 50 respondents. The research method uses SEM-PLS analysis. Data collection was carried out by distributing questionnaires with 51 statement criteria. The results of this research found that product quality, price and promotion have a significant influence on consumer purchasing decisions for ready-to-drink tea in the Teh Kotak Ultrajaya brand packaging. Product quality has a significant and positive influence on consumer purchasing decisions at Teh Kotak Ultrajaya. The t-statistics value is positive (3.494) and the p-value is very low (0.001). Price has a significant and positive influence on consumer purchasing decisions at Teh Kotak Ultrajaya. The t-statistics value is positive (2.877) and the p-value is low (0.004). Promotions have a significant and positive influence on consumer purchasing decisions at Teh Kotak Ultrajaya. The t-statistics value is positive (2.083) and the p-value is quite low (0.038). Product quality is the most important factor in influencing consumer purchasing decisions, followed by promotion and price. The results of this research have important implications for companies. Companies are advised to maintain or improve the quality of their products to improve consumer purchasing decisions. Companies also need to consider pricing strategies that support consumer purchasing decisions and minimize negative impacts on purchasing intentions. Additionally, companies are advised to maintain or increase their promotional efforts to maximize their impact on consumer purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | SURYA LANG ITAN | ||||||||||||
| Date Deposited: | 13 Jan 2025 02:16 | ||||||||||||
| Last Modified: | 13 Jan 2025 02:16 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32167 |
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