ANALISIS HARGA, KERAGAMAN PRODUK DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PADA CV. MELATI PUTIH CAKE CIBADAK KABUPATEN SUKABUMI

Oktaviani, Sally (2020) ANALISIS HARGA, KERAGAMAN PRODUK DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PADA CV. MELATI PUTIH CAKE CIBADAK KABUPATEN SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

[img] Text
COVER.pdf

Download (89kB)
[img] Text
LEMBAR PENGESAHAN PEMBIMBING.pdf

Download (573kB)
[img] Text
LEMBAR PERNYATAAN BEBAS PLAGIAT.pdf

Download (196kB)
[img] Text
BAB I.pdf

Download (314kB)
[img] Text
BAB II.pdf
Restricted to Repository staff only

Download (391kB) | Request a copy
[img] Text
BAB III.pdf
Restricted to Repository staff only

Download (684kB) | Request a copy
[img] Text
BAB IV.pdf
Restricted to Repository staff only

Download (787kB) | Request a copy
[img] Text
BAB V.pdf

Download (90kB)

Abstract

CV. Melati Putih Cake is a company engaged in the sector of cake and bakery. The company was started to establish in 1999 located in Kp. Ciandam RT 03 RW 03 Karang Tengah, Cibadak, Sukabumi Regency. CV. Melatih Putih offers various kinds of cake products for consumers’ needs, such as pastry and cake in terms of bolu, birthday cake, wedding cake, snack box, etc. The research was triggered by the problem identified in terms of decrement of Purchase Intention which was predicted to be caused by price and product diversity. The research was aimed at measuring the influence of price and product diversity towards purchase intention at CV. Melati Putih Cake Cibadak. Population in the research were consumers of CV. Melati Putih Cake Cibadak. The method applied in the research were descriptive and associative. Samples used in the research were taken by Simple Random Sampling technique by spreading out questionnaires to as much as 100 consumers of CV. Melati Putih Cake Cibadak. Techniques of analyzing data applied were validity test, reability test, multiple linear analysis, determination coefficient test, multiple correlation coefficient, and simultaneous (F test) for testing hypothesis. Based on the data acquired from the result of analysis, it shows that the correlation ratio is amounted to 0.699. Thus, the calculation of determination coefficient is aggregated to 48.8% of influence given. However, the remaining 51.1% is influenced by other factors not explained in the research. The result of calculation of Hypothesis Test is F count > F table which namely is 46.278 > 23.56 and sig 0.000 < 0.1. The result shows that the Hypothesis is accepted. It means that there is significant influence between price and product diversity towards purchase intention.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Price, Product Diversity, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User: Perpus ID UMMI
Date Deposited: 05 Jan 2021 00:59
Last Modified: 05 Jan 2021 00:59
URI: http://eprints.ummi.ac.id/id/eprint/1519

Actions (login required)

View Item View Item