FADHLI, MUHAMMAD FAHMI (2020) PENGARUH KUALITAS PRODUK, HARGA DAN INOVASI PRODUK TERHADAP MINAT BELI JAJANAN TRADISIONAL. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to determine and analyze the effect of product quality, price, and product innovation on buying interest in traditional snacks. The independent variables obtained from the survey results are product quality, price, and product innovation. While the dependent variable in this study is the interest in visiting. The object of this research is the students of the MercuBuana University campus as the object of research. This study used 100 respondents. The sampling technique uses a non probability sampling technique. The data analysis used was statistical analysis in the form of SEM-PLS. The results showed that product quality, price, and product innovation had an influence on buying interest in traditional snacks. The most influential variable is the price where the t-value is the largest compared to other variables, which is 3,187. Keywords: Product Quality, Price, Product Innovation, Purchase Intention, Traditional Snacks. Penelitian ini bertujuan untuk mengetahui dan manganalisis pengaruh kualitas produk, harga, dan inovasi produk terhadap minat beli jajanan tradisional. Variabel independen yang didapatkan dari hasil prasurvei adalah kualitas produk, harga, dan inovasi produk. Sedangkan variabek dependen pada penelitian ini adalah minat berkunjung. Objek penelitian ini adalah Mahasiswa kampus Universitas MercuBuana sebagai objek penelitian. Penelitian ini menggunakan sebanyak 100 responden. Teknik pengambilan sample menggunakan teknik non probability sampling. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian menunjukan kualitas produk, harga, dan inovasi produk memiliki pengaruh terhadap minat beli jajanan tradisional. Variabel yang paling berpengaruh yaitu harga dimana t-value paling besar dibandingkan dengan variabel lainnya yaitu sebesar 3.187. Kata Kunci : Kualitas Produk, Harga, Inovasi Produk, Minat Beli, Jajanan Tradisional.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 046 |
| NIM/NIDN Creators: | 43116010364 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Inovasi Produk, Minat Beli, Jajanan Tradisional. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 28 Feb 2022 14:48 |
| Last Modified: | 28 Feb 2022 14:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56911 |
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