Arindi, Regina Agnes Dia (2026) PENGARUH KUALITAS PRODUK, INOVASI PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KERIPIK PISANG ZANARA (Studi Kasus Pada Masyarakat Kota Ngawi). S1 thesis, Universitas PGRI Madiun.
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Abstract
Regina Agnes Dia Arindi. 2026. The Influence of Product Quality, Product Innovation, and Price on Purchasing Decisions for Zanara Banana Chips (A Case Study in the Community of Ngawi City). Thesis. Management Study Program, Faculty of Economics and Business, PGRI Madiun University. Supervisor I: Dr. Heny Sidanti, S.E., M.M. Supervisor II: Dr. Apriyanti, S.E., M.M. This study aims to analyze the influence of product quality, product innovation, and price on purchasing decisions for Zanara Banana Chips among the community of Ngawi City. This research is motivated by fluctuations in Zanara Chips sales, which indicate that consumer purchasing decisions are unstable. The approach used is quantitative research. The population in this study is the community of Ngawi City who are familiar with Zanara Chips. The sampling technique used purposive sampling with a total of 223 respondents. Data collection was conducted through questionnaires using a Likert scale. Data analysis was performed using SPSS through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (R²). The results showed that product quality had a positive and significant effect on purchasing decisions, product innovation had a positive and significant effect on purchasing decisions, and price had a positive and significant effect on purchasing decisions. Simultaneously, product quality, innovation, and product quality and price have a positive and significant influence on purchasing decisions for Zanara Banana Chips among residents of Ngawi City. The results of this study are expected to provide input for MSMEs in improving product quality, implementing sustainable innovation, and setting prices that reflect consumer perceived value to increase purchasing interest.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | KUALITAS PRODUK, INOVASI PRODUK, HARGA, KEPUTUSAN PEMBELIAN, UMKM. |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | DIA AGNES REGINA |
| Date Deposited: | 16 Oct 2026 07:32 |
| Last Modified: | 16 Oct 2026 07:32 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10328 |
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