PENGARUH HARGA, KUALITAS PRODUK, DAN IMPULSIVE BUYING
TERHADAP KEPUTUSAN PEMBELIAN DI PASAR IKAN GUNUNGSARI SURABAYA
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Institusion
Universitas Bhayangkara Surabaya
Author
FIRMANSYAH, BIMA AGUSTIAN
Subject
Commerce
Datestamp
2024-03-18 04:53:29
Abstract :
This study aims to determine the effect of price, product quality, and impulsive buying on purchasing decisions at the Gunungsari Fish Market in Surabaya. Data collection was carried out using offline and online questionnaires through visitors using quantitative methods and taking a sample of 95 visitors. The statistical method uses validity, reliability, multiple linear regression analysis, by testing the hypothesis F statistical test and t statistical test. The results of this study indicate the F test that Price, Product Quality, and Impulsive buying simultaneously have a Significant Influence on Purchasing Decisions at the Gunungsari Fish Market in Surabaya. In the t variable test that Price, Product Quality, and Impulsive buying partially and significantly influence Purchasing Decisions at the Gunungsari Fish Market in Surabaya. The results of the study dominantly include that price, product quality, and impulsive buying that have a dominant influence on purchasing decisions at the Gunungsari Fish Market in Surabaya are product quality.
This study aims to determine the effect of price, product quality, and impulsive buying on purchasing decisions at the Gunungsari Fish Market in Surabaya. Data collection was carried out using offline and online questionnaires through visitors using quantitative methods and taking a sample of 95 visitors. The statistical method uses validity, reliability, multiple linear regression analysis, by testing the hypothesis F statistical test and t statistical test. The results of this study indicate the F test that Price, Product Quality, and Impulsive buying simultaneously have a Significant Influence on Purchasing Decisions at the Gunungsari Fish Market in Surabaya. In the t variable test that Price, Product Quality, and Impulsive buying partially and significantly influence Purchasing Decisions at the Gunungsari Fish Market in Surabaya. The results of the study dominantly include that price, product quality, and impulsive buying that have a dominant influence on purchasing decisions at the Gunungsari Fish Market in Surabaya are product quality.
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