PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MORNING BAKERY BATAM
PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MORNING BAKERY BATAM
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PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MORNING BAKERY BATAM
DOI：
10.35314/inovbiz.v4i2.76
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发表时间：
2016
期刊：
影响因子：
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通讯作者：
Rusda Irawati
中科院分区：
文献类型：
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作者：
Santri Zulaicha;Rusda Irawati
翻译后摘要：产品和价格是影响消费者在购买决策中考虑的几个因素。一个质量好、价格合理的产品会吸引人们的兴趣。本研究旨在探讨巴淡岛Morning Bakery的产品与价格对购买决策的影响。本研究以186人为研究对象，采用非概率抽样方法，即以顾客最常光顾的温莎分支为研究对象，以SPSS20统计软件为辅助工具，以多元回归分析为数据分析技术，结果显示产品与价格对顾客购买决策有正向且显著的影响，本研究所采用的变量是有效且可靠的。在正态分布的经典抽样试验中，未出现异方差和多方差现象.产品回收率为61.7%，价格回收率为37.9%。关键词：价格，产品，采购决策
Abstract: Product and price are several factors which are affected consumer consideration in purchasing decision. A qualify product with affordable price will attract people’s interest. The purpose of this research is to know the effect of product and price toward purchasing decision in Morning Bakery Batam. Total sample in this research were 186 people and used non probability sampling technique, which is purposive sampling by choosing the most visited outlet:Windsor branch. Multiple Regression analysis used as data technique analysis andwas assisted by SPSS 20 software.The result shows product and price have positive and significant impact toward purchasing decision.Based on data analysis in this research, the variabels are valid and reliable. On the classic asumption testing with normal distribution, there were no heteros- kedastisitas and multikolinearitas which were happened. The reretion value for product is 61,7% besides 37,9%for the price. Key words : Price, Product, Purchasing Decision