PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UNION COFFEE DI KOTA JAMBI

Meliana Febri Damayanti S, 1600861201254 (2023) PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UNION COFFEE DI KOTA JAMBI. skripsi thesis, Universitas Batanghari Jambi.

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Abstract

ABSTRACT Meliana Febri Damayanti S. / 1600861201254 / 2023 / The Influence Of Price On Consumer Purchase Decisions At Union Coffee In Jambi City / Pupu Sopini, S.E., M.M., as 1st advisor and Denny Asmas, S.E., M.Si., as 2nd advisor. The purpose of this study is as follows: 1.) To find out and describe prices and consumer purchasing decisions at Union Coffee in the city of Jambi 2.) To determine the effect of prices on consumer purchasing decisions at Union Coffee in the city of Jambi. The type of data needed and collected in this study is quantitative data. The object of this research is Union Coffee customers in the city of Jambi. The data sources in this study were Union Coffee customers in the city of Jambi who were taken through interviews by distributing questionnaires. The data and information obtained were analyzed descriptively, to analyze customer responses regarding price to purchasing decisions using a scale of 5 choices. The simple linear regression test results obtained Y = 10.913 + 0.987X. The coefficient of determination (R2) is 0.719, which means that the variation in the Y change is affected by the X change by 71.9%. So the magnitude of the influence of Price (X) on the Purchase Decision (Y) of Union Coffee in Jambi City is 71.9% while the remaining 28.1% is influenced by other factors outside of this study Based on the results of the Likert scale analysis, the effect of price (X) on purchasing decisions (Y) for Union Coffee in Jambi City all give good scores, so all the variables studied have good conclusions. Because price (X) has a significant positive effect on purchasing decisions (Y). Partially, price (X) is greater than ttable (86.565 > 1.985). With a significant level of 0.000 <0.05, it can be said that price (X) has a significant effect on purchasing decisions (Y) for Union Coffee in Jambi City For the management of Union Coffee in Jambi City, it is hoped that it can improve strategies in marketing and be able to make its own appeal to consumers, be able to promote products, market and improve sales strategies properly Keyword :Price,buying decision

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