Miftahul Jannah, NPM 2001100129 (2024) PENGARUH HARGA, KUALITAS PRODUK, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA TERNAK LELE DI DESA PEMATANG SELENG. Tugas_Akhir (Artikel) MSEJ : Management Studies and Entrepreneurship Journal, 5 (2). pp. 4828-4837. ISSN 2715-792X (Online) / 2715-7911 (Print)
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Abstract
The business world continues to develop rapidly in line with the development of the globalization era, this is marked by the increasingly high level of competition in the business world in marketing products and services to consumers. This is what drives the need to develop businesses in this region, such as the Bentenan batik cloth business. This research aims to determine the influence of price, product quality, promotion and location on purchasing decisions in catfish farming businesses in Pematang Seleng Village. The research method used is associative quantitative type with multiple linear regression analysis techniques. The research population was cloth users at the Bentenan center. The total sample was 80 respondents. The research results show that price, product quality, promotion and location have a significant positive effect on consumer purchasing decisions. Company management should increase promotion of bentenan batik so that it can be better known in local, national and international markets. Keywords: Price, Product Quality, Promotion, Location, Purchase Decision ===================================================================================================== Dunia bisnis terus berkembang pesat sejalan dengan perkembangan era globalisasi, hal ini di tandai dengan semakin tingginya tingkat persaingan di dunia bisnis dalam memasarkan produk maupun jasa kepada konsumen. Hal inilah yang mendorong perlunya dikembangkan usaha-usaha atau bisnis di wilayah ini seperti usaha kain batik bentenan.Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk, promosi dan lokasi terhadap keputusan pembelian pada usaha ternak lele di Desa Pematang Seleng. Metode penelitian yang di gunakan jenis kuantitatif asosiatif dengan tehnik analisis regresi linier berganda. Populasi penelitian adalah pengguna kain di bentenan center. Jumlah sampel sebanyak 80 responden. Hasil penelitian menunjukkan bahwa harga, kualitas produk, promosi dan lokasi berpengaruh positif signifikan terhadap keputusan pembelian konsumen. Manajemen perusahaan sebaiknya meningkatkanpromosi batik bentenan agar dapat lebih dikenal baik di pasar lokal, nasional maupun internasional. Kata Kunci: Harga, Kualitas Produk, Promosi, Lokasi, Keputusan Pembelian
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Price, Product Quality, Promotion, Location, Purchase Decision ===================================== Harga, Kualitas Produk, Promosi, Lokasi, Keputusan Pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 06 Jun 2024 08:55 |
| Last Modified: | 06 Jun 2024 08:55 |
| URI: | http://repository.ulb.ac.id/id/eprint/770 |
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