Pengaruh Bauran Produk Terhadap Keputusan Pembelian Konsumen Pada Usaha Batik Inhil Sri Tanjung Di Kecamatan Tembilahan Kabupaten Indragiri Hilir

Krismunanda, Ari (2021) Pengaruh Bauran Produk Terhadap Keputusan Pembelian Konsumen Pada Usaha Batik Inhil Sri Tanjung Di Kecamatan Tembilahan Kabupaten Indragiri Hilir. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze the effect of product mix on purchasing decisions in Sri Tanjung Inhil Batik Business in Tembilahan District, Indragiri Hilir Regency. The type of research used is descriptive survey research type with quantitative research methods because researchers collect data by analyzing the data and by describing the data by observing the research site. The sampling technique used in this study was Nonprobability Sampling, namely 30 consumers. The data collection method used is by distributing questionnaires, interviews, observation, and documentation. The results showed that the results of the t-test showed the results, namely Product Mix (X) with a value of sig = 0.000 <0.05 or t-count = 6.707> 2.0484, it can be concluded that Product Mix has a positive and partially significant effect on Purchasing Decisions. in Sri Tanjung Inhil Batik Business in Tembilahan District, Indragiri Hilir Regency. The R-Square (R2) value of 0.616 or (61.00%) explains that the Product Mix has a significant effect on Consumer Decisions in Sri Tanjung Inhil Batik Business in Tembilahan District, Indragiri Hilir Regency, while the rest is 39.00% (100% - 61 , 00%) influenced by other factors not observed in this study. From the results of the conclusions obtained in this study, the authors provide suggestions to the Sri Tanjung Inhil Batik Business, which must pay attention to the Product Mix in marketing the product in order to meet consumer needs.

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