PENGARUH PRODUCT BUNDLING DAN PRICE BUNDLING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KFC DI KOTA PALEMBANG

M, WAHYU and Iisnawati, Iisnawati (2025) PENGARUH PRODUCT BUNDLING DAN PRICE BUNDLING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KFC DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of product bundling and price bundling on purchasing decisions of KFC products in Palembang City. The research method used is a quantitative approach. The sampling technique employed was probability sampling, with a total of 100 respondents. The data analysis techniques used include the t-test, F-test, and multiple linear regression analysis. Based on the results of the t-test, it was found that the product bundling variable has a significant influence on purchasing decisions of KFC products in Palembang City. This finding indicates that the product bundling strategy is effective in encouraging consumers to make purchases. On the other hand, the t-test results for the price bundling variable show that this variable does not have a significant influence on purchasing decisions. In other words, price bundling is not a major factor influencing consumers in choosing KFC products. Nevertheless, the results of the F-test indicate that product bundling and price bundling simultaneously have a significant influence on purchasing decisions. This means that both variables together contribute to the formation of consumers' purchasing decisions for KFC products in Palembang City.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Product Bundling, Price Bundling, Purchasing Decision
Subjects:	H Social Sciences > HF Commerce > HF5428-5429.6 Retail trade
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	M Wahyu M Wahyu
Date Deposited:	24 Sep 2025 02:04
Last Modified:	24 Sep 2025 02:04
URI:	http://repository.unsri.ac.id/id/eprint/184710

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