Gusti, Estu Nugrahaning (2023) Pengaruh Diversifikasi Produk Terhadap Keputusan Pembelian Di Toko Mandau Bakery Kota Duri. Other thesis, Universitas Islam Riau.

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Abstract

This research aims to analyze the effect of product diversification on purchasing decisions at the Mandau bakery shop in Duri City. This research uses descriptive and quantitative research methods. The analysis model used in this research is a simple linear regression test, and hypothesis testing using SPSS 21. The data source for this research uses a questionnaire in the form of respondents' responses regarding consumers' opinions and assessments of product diversification on purchasing decisions. The population in this study were all Mandau bakery shop consumers who had previously shopped. The sample taken was 100 respondents who were determined using purposive sampling technique. The results of this research show that there is a partial effect of product diversification which has a significant effect on consumer purchasing decisions. This shows that the dependent variable (purchasing decision) is influenced by the independent variable (product diversification).

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