Steven, Steven (2024) PENGARUH KUALITAS PRODUK, HARGA, DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK ASURANSI DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.
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Abstract
This research aims to determine the influence of product quality, price and advertising on insurance purchasing decisions in Palembang. The data used are primary and secondary data. The population in this research are customers who have insurance and buy it in Palembang. The sampling technique used was the Non�Probability Sampling method and 105 samples were obtained. Hypothesis testing is carried out using multiple regression analysis. The results of this research show that product quality and price have a positive effect on purchasing decisions, while advertising has a negative effect on purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Product Quality, Price, Advertising, and Purchasing Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Book > Management Study Program |
| Depositing User: | . Steven . |
| Date Deposited: | 20 Mar 2024 12:58 |
| Last Modified: | 20 Mar 2024 12:58 |
| URI: | http://eprints.ukmc.ac.id/id/eprint/12133 |
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