PENGARUH HARGA, CITA RASA, LOKASI, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG BAKSO DAN SOTO SAMI ASIH DI PURWOKERTO SKRIPSI

ALAMSYAH, ADAM SATRIA (2021) PENGARUH HARGA, CITA RASA, LOKASI, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG BAKSO DAN SOTO SAMI ASIH DI PURWOKERTO SKRIPSI. Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aimed to determine the effect of Price, Taste, Location and Product Variations towards Purchase Decisions. The sampling technique used in this study was the purposive sampling that generated 111 respondents. The data analysis techniques used in this study were instrument test, descriptive statistics, classical assumption test, multiple regression analysis, and hypothesis testing. Based on the simultaneous test, the results showed that Price, Taste, Location and Product Variations have an effect towards Purchase Decisions. While based on the partial test, Price and Product Variety have no effect towards Purchase Decisions. However, Taste and Location have a positive and significant effect towards Purchase Decisions.

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