ANALYSIS OF INFLUENCE OF PRODUCT ATTRIBUTES OF PURCHASE DECISION Kebab Turki Baba Rafi
(ANALISIS PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN KEBAB TURKI BABA RAFI DI YOGYAKARTA )
This thesis entitled Analysis Product Attributes Influence Purchase Decision Against Kebab Turki Baba Rafi In Yogyakarta. The purpose of this study was to determine the consumer behavior in shaping the company’s goals. Consumers will consider the various factors associated with the product. By setting attributes – any attributes that can then mempenaruhi buying behavior can be known. Which attributes are appropriate or not according to the needs and desires of consumers where the company can further develop and refine their products to better satisfy the customer and company objectives to be achieved.
Research done at Kebab Turki Baba Rafi. Service companies that produce specialty kebabs as Turkey. The studied population is consumers who had come to buy Kebab Turki Baba Rafi in Yogyakarta. The sample used 100 respondents. Variables used in the study include the price, taste or smell, packaging, service and size. The sampling method using a purposive sampling with descriptive techniques and statistical analysis included multiple regression analysis. Hypothesis testing with the test or tests simultaneously F. hypothesis testing with the partial test or t test and analysis of the coefficient of multiple determination.
Product attributes have an influence on purchase decisions kebab Kebab Turki Baba Rafi. This is shown by the t-statistic values greater than t-table. Much influence the price variable (X1), taste or smell (X2), packaging (X3), services (X4), and the size (X5) of the purchase decision Kebab Turki Baba Rafi (Y) of 0.561. Much influence each variable product attributes on purchase decisions Kebab Turki Baba Rafi is for; coefficient of correlation between the price variables (X1) with the purchase decision Kebab Turki Baba Rafi (Y) of 0.276, this means low correlation, the correlation coefficient between variables guess or smell (X2) with the purchase decision Kebab Turki Baba Rafi (Y) of 0.385, this means that the correlation is, the coefficient of correlation between packaging variables (X3) with the purchase decision Kebab Turki Baba Rafi (Y) of 0.298, this means low correlation , the correlation coefficient between the variables of service (X4) with buying behavior Kebab Turki Baba Rafi (Y) of 0.213, this means low correlation, and coefficient of correlation between the size variables (X5) with the purchase decision Kebab Turki Baba Rafi (Y) of 0.420, this means that the correlation is quite strong.
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