PENGARUH INOVASI PRODUK, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KRUPUK BOCAH TUA DI HOKKY GRAHA FAMILY SURABAYA

Darmawan, Ian (2022) PENGARUH INOVASI PRODUK, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KRUPUK BOCAH TUA DI HOKKY GRAHA FAMILY SURABAYA. Skripsi thesis, UNIVERSITAS BHAYANGKARA SURABAYA.

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Abstract

In the era of globalization, accompanied by increasingly intelligent consumers and the increasing choice of products available in the market, causing intense competition on the producer side in fighting for the attention of consumers in the market to buy their products. The purpose of this study was to determine the effect of product innovation, product quality and service quality on the purchasing decision of Krupuk Bocah Tua at Hokky Graha Family Surabaya. This study uses a quantitative approach with data collection using a questionnaire. The population of this study were all consumers of Krupuk Bocah Tua at Hokky Graha Family Surabaya at Hokky Graha Family Surabaya with a sample of 96 people through a sampling technique using purposive sampling. Testing the data using validity and reliability tests. The analytical method used is multiple linear regression analysis with hypothesis testing, namely the F test and t test. The results of this study indicate that product innovation, product quality and service quality simultaneously have a significant effect on the purchasing decision of Krupuk Bocah Tua at Hokky Graha Family Surabaya. Meanwhile, product innovation, product quality and service quality partially have a significant effect on purchasing decisions of Krupuk Bocah Tua at Hokky Graha Family Surabaya. Product quality variable has a dominant influence on purchasing decisions of Krupuk Bocah Tua at Hokky Graha Family Surabaya.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Product Innovation, Product Quality, Service Quality and Purchase Decision
Divisions: Faculty of Economic & Business > Bachelor of Management & Business
Depositing User: Perpus Ubhara Surabaya
Date Deposited: 25 Jan 2023 02:44
Last Modified: 25 Jan 2023 02:44
URI: http://eprints.ubhara.ac.id/id/eprint/1669

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