FIRMANSYAH, BIMA AGUSTIAN (2023) PENGARUH HARGA, KUALITAS PRODUK, DAN IMPULSIVE BUYING TERHADAP KEPUTUSAN PEMBELIAN DI PASAR IKAN GUNUNGSARI SURABAYA. Skripsi thesis, UNIVERSITAS BHAYANGKARA SURABAYA.
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Abstract
This study aims to determine the effect of price, product quality, and impulsive buying on purchasing decisions at the Gunungsari Fish Market in Surabaya. Data collection was carried out using offline and online questionnaires through visitors using quantitative methods and taking a sample of 95 visitors. The statistical method uses validity, reliability, multiple linear regression analysis, by testing the hypothesis F statistical test and t statistical test. The results of this study indicate the F test that Price, Product Quality, and Impulsive buying simultaneously have a Significant Influence on Purchasing Decisions at the Gunungsari Fish Market in Surabaya. In the t variable test that Price, Product Quality, and Impulsive buying partially and significantly influence Purchasing Decisions at the Gunungsari Fish Market in Surabaya. The results of the study dominantly include that price, product quality, and impulsive buying that have a dominant influence on purchasing decisions at the Gunungsari Fish Market in Surabaya are product quality.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Price, product quality, and Impulsive buying and purchasing decisions |
| Subjects: | Management > Commerce |
| Divisions: | Faculty of Economic & Business > Bachelor of Management & Business |
| Depositing User: | Perpus Ubhara Surabaya |
| Date Deposited: | 18 Mar 2024 04:53 |
| Last Modified: | 18 Mar 2024 04:53 |
| URI: | http://eprints.ubhara.ac.id/id/eprint/2348 |
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