PENGARUH PROMOSI, WORD OF MOUTH, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KUE MANCO MAKANAN KHAS ASLI MADIUN PADA UMKM DS. TAMBAKMAS DI KABUPATEN MADIUN

Wardani, Cindy Shintya Cahya (2024) PENGARUH PROMOSI, WORD OF MOUTH, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KUE MANCO MAKANAN KHAS ASLI MADIUN PADA UMKM DS. TAMBAKMAS DI KABUPATEN MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aimed to provide empirical evidence on the Influence of Promotion, Word of Mouth, and Price towards the Purchase Decision of Kue Manco, a Typical Food from Madiun at MSMEs in Tambakmas Village, Madiun Regency (Case Study on Manco Cake Consumers. This study used a quantitative research method. While the analysis tool used was SPSS Version 25. The sample of this study was 385 Manco cake buyers using a nonprobability sampling technique with a purposive sampling method. The data collection technique for this study used an instrument test consisting of a validity test, a reliability test, a classical assumption test (normality test, multicollinearity test, and heteroscedasticity test), a hypothesis test consisting of multiple linear analysis tests, t-tests and f-tests and the last is the R Square test. The results of this study prove: (1) Promotion has a positive and significant effect on Manco Cake Purchase Decisions in Madiun Regency; (2) Word of Mouth has a positive and significant effect towards Manco Cake Purchase Decisions in Madiun Regency; (3) Price has a significant effect towards Manco Cake Purchase Decisions in Madiun Regency; (4) Simultaneously, Promotion, Word of Mouth, and Price have a positive and significant effect towards Manco Cake Purchase Decisions in Madiun Regency.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: Promotion, Word Of Mouth, Price and Purchase Decision
Subjects:	A Social Sciences > HC Economic History and Conditions A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	CAHYA SHINTYA CINDY
Date Deposited:	07 Oct 2024 07:35
Last Modified:	07 Oct 2024 07:35
URI:	http://eprint.unipma.ac.id/id/eprint/2255

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