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Pengaruh Kenyamanan, Harga, Persepsi Kualitas dan Gaya Hidup Terhadap Keputusan Pembelian Coffee Toffee di Surabaya

Wibowo, Ahmad Hadi (2019) Pengaruh Kenyamanan, Harga, Persepsi Kualitas dan Gaya Hidup Terhadap Keputusan Pembelian Coffee Toffee di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study is to determine the effect of convenience, price, perceived quality and lifestyle on Coffee Toffee purchasing decisions in Surabaya. Data collected by questionnaire distribution method. Data collection methods from respondents processed with the SPSS 16 application, which includes multiple linear regression tests, classic assumption tests, t tests and f tests.The results of this study variable Convenience, Price, Perceived Quality have a significant positive effect on Coffee Toffee in Surabaya. While Lifestyle variables have a significant positive influence on CoffeToffee purchasing decisions in Surabaya. Taken together - all variables have a significant positive influence on purchasing decisions. In this study, the variable that had the most significant positive effect was lifestyle. Keywords: Convenience, Price, Perceived Quality, Lifestyle And Purchasing Decisions

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: AHMAD HADI WIBOWO
Date Deposited: 23 Dec 2019 03:12
Last Modified: 23 Dec 2019 03:12
URI: http://eprints.perbanas.ac.id/id/eprint/5641

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