PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PUPUK NON SUBSIDI NPK RITEL PADA PT. PUPUK SRIWIDJAJA PALEMBANG DI WILAYAH SUMATERA SELATAN

BRINANTI, BRINANTI and Wahab, Zakaria and Widiyanti, Marlina (2022) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PUPUK NON SUBSIDI NPK RITEL PADA PT. PUPUK SRIWIDJAJA PALEMBANG DI WILAYAH SUMATERA SELATAN. Master thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of product quality and promotion on purchasing decisions of retail non-subsidized NPK fertilizers at PT. Pupuk Sriwidjaja Palembang in the South Sumatra region. The population in this study is the end user, namely household food crop agriculture buyers of non-subsidized retail NPK fertilizers, both Pusri and other brands which are divided based on the harvest area in 2019 and regional zoning in South Sumatra Province with a total of 100 respondents using two stage cluster random sampling technique as a sample determination. The multiple linear regression analysis show that product quality and promotion have a positive and significant effect on purchasing decisions, with the independent variable having dominant influence is promotion. The implementation of promotional activities to end users is very important to be improved by the company in order to anticipate the full implementation of farmer cards by the government which will have an impact on the freedom of farmers as end users in making decisions to purchase the fertilizer products. Keywords: Purchase Decision, Product Quality, Promotion

Item Type:	Thesis (Master)
Uncontrolled Keywords:	Keputusan Pembelian, Kualitas Produk, Promosi
Subjects:	#1 Repository of Teaching and Learning Process (PBM) > Action Planing and Recomendation
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Mrs Brinanti Chan
Date Deposited:	31 Jan 2022 05:53
Last Modified:	31 Jan 2022 05:53
URI:	http://repository.unsri.ac.id/id/eprint/63080

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