ANALISIS PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Pos Ketan Legenda 1967 Kota Semarang)
Abstract: This study aims to
analyze the effect of product quality, price perceptions and attitude toward
purchase decision. The object of this research is Pos Ketan Legenda 1967
Semarang City. Variables used in this study are product quality, price
perceptions and attitudes as independent variables and purchasing decisions as
the dependent variable. The sample used in this study as many as 151
respondents are the consumers who have bought the Pos Ketan Legenda 1967
Semarang City.
The method used is Purposive Sampling by distributing questionnaires to
the respondents who are specifically addressed to Pos Ketan Legenda 1967 of
Semarang City. Collected datas were analysed with IBM SPSS 22 for windows using
some methods such as validity, reliability, normality, multicollinearity,
heteroscedasticity, multiple linear regression, ANOVA, R Square, and T test.
The results showed that product quality positively influence to purchase
decision, price perception have positive effect to purchasing decision and
attitude have positive effect to purchasing decision.
Keywords: product quality,
price perception, attitude, purchasing decision
Penulis: Muhammad Afif
Khoiruddin, Imroatul Khasanah
Kode Jurnal: jpmanajemendd170959
