FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK MAKARIZO DI KOTA SEMARANG

RACHMAN, ADITYA (2014) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK MAKARIZO DI KOTA SEMARANG. Skripsi, Fakultas Ekonomi dan Bisnis.

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Abstract

ABSTRACT This research aims to analyze the factors that influence the decision to purchase the product Makarizo in Semarang city. The population in this research is the owner of the salon (and the user) using Makarizo in Semarang city. Samples were taken of 100 respondents or the owner of the salon (and the user) products Makarizo in Semarang city. Methods of analysis used is multiple regression and hypothesis testing.The T-test analysis results showed that: 1) product quality a positive and significant effect on purchasing decisions 2) positive and significant influence Prices to the purchasing decision 3) promotion of a positive and significant effect on purchasing decisions. Then through Test F may note that all of the independent variables for the dependent variable test purchasing decisions. Figures Adjusted R Square of 0,659 show that 65.9% of variation in purchase decisions can be explained by a third independent variable in the regression equation.While the rest of 34,1% explained by variables other than the three variables used in the study. The results showed that the variable quality of product, price and promotion of a positive and significant effect on purchasing decisions in Semarang city Makarizo product which means the better the quality of the products, prices and promotions then purchasing decisions will increase.

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