PENGARUH ATRIBUT PRODUK, KERAGAMAN PRODUK, GAYA HIDUP DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PIZZA HUT DI RITA SUPERMALL PURWOKERTO

PURWANI, DESTI ARI (2019) PENGARUH ATRIBUT PRODUK, KERAGAMAN PRODUK, GAYA HIDUP DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PIZZA HUT DI RITA SUPERMALL PURWOKERTO. Bachelor thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

This research aims to analyze the effect of Attributes Product, Diversity Product, Lifestyle and Advertisements on Purchasing Decisions. This research uses quantitative research methods in the form of survey research. The population in this study are consumers who have made purchases at Pizza Hut Rita Supermall Purwokerto. The number of samples used was 104 respondents who were taken using purposive sampling with the criteria of being 15 years old and had already made a purchase Pizza Hut di Rita Supermall Purwokerto. Based on multiple linear regression analysis attributes product, diversity product, lifestyle and advertisements simultaneously have a significant effect on purchasing decisions. In addition, attributes product partially have no significant effect on purchasing decisions, diversity produc thas a significant effect on purchasing decisions, lifestyle partially has a significant effect on purchasing decisions, and advertisements partially has a significant effect on purchasing decisions.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Product Attributes, Product Diversity, Lifestyle, Advertising, Purchasing Decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: Amri Hariri, SIP.
Date Deposited: 17 Sep 2021 03:07
Last Modified: 17 Sep 2021 03:07
URI: https://repository.ump.ac.id:80/id/eprint/10407

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