Rahmadani, Andini Salsabil (2024) Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Keripik Cabe Ika Dumai (Studi Kasus Masyarakat Kota Dumai). Undergraduate thesis, Politeknik Negeri Bengkalis.
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Abstract
This study aims to determine the influence of price and promotion on the purchase decision of Ika Dumai Chili Chips. The type of research used is associative. The population in this study is the people of Dumai City. The sampling technique in this study is Nonprobability Sampling, with a sample of 100 respondents. The data analysis method uses descriptive analysis method and multiple linear regression analysis. The results of the study showed that the price had a significant effect on the decision to buy Ika chili chips with a ttable > tcal value of 2,185. Promotion had a significant effect on purchase decisions with a ttable > ttable value of 13,279. Price and promotion simultaneously have a significant effect on the purchase decision of Ika Dumai Chili Chips with a Fcal > Ftabel value of 287,760 >3,089. The influence given by price and promotion variables on purchase decisions is 85.3% and the remaining 14.7% can be influenced by other variables that are not studied in this study. The contribution in writing this research is that the results of this research are expected to provide information as a basis for consideration, support, and contribution of ideas to business owners in order to increase income and develop their business in the future.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Price, Purchase Decision, Promotion | ||||||||
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran | ||||||||
| Divisions: | Jurusan Administrasi Bisnis > Sarjana Terapan Bisnis Digital > TUGAS AKHIR | ||||||||
| Depositing User: | Bisnis Digital | ||||||||
| Date Deposited: | 23 Aug 2024 13:46 | ||||||||
| Last Modified: | 23 Aug 2024 13:46 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/13592 |
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