PENGARUH ATRIBUT PRODUK KARTU AS TERHADAP KEPUTUSAN PEMBELIAN BAGI MAHASISWA UNIVERSITAS SRIWIJAYA DI INDERALAYA

SUSIYANTO, EBIT and Natalisa, Diah and Nailis, Welly (2010) PENGARUH ATRIBUT PRODUK KARTU AS TERHADAP KEPUTUSAN PEMBELIAN BAGI MAHASISWA UNIVERSITAS SRIWIJAYA DI INDERALAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) mengetahui seberapa besar pengaruh atribut produk Kartu As terhadap keputusan pembelian dan 2) mengetahui variabel apa dari atribut produk Kartu As yang paling besar pengaruhnya terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa dari sampel sebanyak 100 responden yang membeli dan menggunakan Kartu As, dan dari empat variabel yang diujikan yaitu Fitur, Kemasan, Kualitas, dan Merek terdapat dua variabel yang signifikan terhadap keputusan pembelian, yaitu variabel Kualitas dan Merek. Untuk melakukan penelitian selanjutnya agar dapat lebih sempurna lagi, maka penulis menyarankan untuk meneliti responden dalam skala yang lebih besar, meneliti merek-merek lain selain kartu As, dan menambah variabel atribut-atribut produk yang diteliti.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Atribut produk, Kartu As, dan keputusan pembelian
Subjects: H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Tiara Hilda Safitri Rts
Date Deposited: 06 Apr 2021 08:24
Last Modified: 06 Apr 2021 08:24
URI: http://repository.unsri.ac.id/id/eprint/44997

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