Analisis Pengaruh Iklan, Harga Dan Inovasi Produk Terhadap Keputusan Pembelian Sepeda Motor Tvs Di Kota Palembang

Sitohang, Nixon Boy Maichel Hendry (2015) Analisis Pengaruh Iklan, Harga Dan Inovasi Produk Terhadap Keputusan Pembelian Sepeda Motor Tvs Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze how much influence advertising, price and product innovation on product purchasing decisions TVS motorcycle in the city of Palembang. This research was conducted on consumers who buy and using TVS Motor products in the city of Palembang by distributing questionnaires to the respondents. The sampling technique used is by using purposive sampling using Likert Scale. The amount of data that can be processed by 100 respondents by using SPSS version 20.0. Analysis techniques used in this study consisted of validity, reliability, analytical description respondent, respondent characteristics test, test the classical assumption of normality test, multicollinearity test and multiple linear regression analysis which consists of the correlation coefficient, t test, and the test f. The results of this study indicate that the advertising variables affect consumers in making decisions with significant value of 0.036, while the variable price and product innovation does not affect because it has significant value, namely 0.692 and 0.125.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Advertising, Price, Product Innovation and Purchasing Decisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 942 not found.
Date Deposited: 16 Feb 2021 06:54
Last Modified: 17 Jan 2022 07:11
URI: http://eprints.ukmc.ac.id/id/eprint/5047

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