RAHMAT, RAHMAT (2022) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH CAFÉ DI KOTA PALOPO. PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH CAFÉ DI KOTA PALOPO. (Submitted)
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Abstract
This study aims to determine: (1). Effect of Price on consumer decisions. (2). Effect of Promotion on consumer decisions. (3). The influence of the product on consumer decisions. (4). The influence of location on consumer decisions. The research method is quantitative which is causal or causal with multiple linear regression techniques. The population is the Consumers of Cafe Solata Palopo with a sample of 50 consumers using a questionnaire. The results of this study indicate that: (1). the results of hypothesis testing 1 variable price has no effect or significant on consumer decisions. (2). The results of hypothesis testing 2 independent variables Promotion have a positive or significant effect on the dependent variable of Consumer Decisions which has a significant level. (3). the results of data analysis, the location variable has a significance level which indicates that location has a significant effect on consumer decisions. (4). The results of testing the hypothesis of 4 independent variables. Product is significant but has a negative effect on the dependent variable of Consumer Decisions. Keywords: Price, Promotion, Location, Product and Consumer Decision
| Item Type: | Article | |||||||||
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| Subjects: | A General Works > AI Indexes (General) | |||||||||
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen | |||||||||
| Depositing User: | rahmat mr syahar | |||||||||
| Date Deposited: | 19 May 2022 04:00 | |||||||||
| Last Modified: | 19 May 2022 04:00 | |||||||||
| URI: | http://repository.umpalopo.ac.id/id/eprint/2447 |
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