The Influence Of Taste And Price On Purchasing Decisions At Paul Mom Bakery Lahat Store
Abstract
The objectives of this research include: knowing the influence of taste on purchasing decisions at Paul Mom Bakery Lahat Store, knowing the influence of price on purchasing decisions at Paul Mom Bakery Lahat Store and knowing the influence of taste and price together on purchasing decisions at Paul Mom Bakery Lahat Store. The sample of this research is consumers of Paul Mom Bakery Lahat Store, totaling 80 people. This research uses quantitative research, using data sources including: primary data, secondary data, population and samples. The data collection methods used are: observation, interviews and distributing questionnaires to a number of respondents. As well as using validity and reliability measuring tools, analysis prerequisite tests, then using data analysis methods using multiple regression analysis, hypothesis testing in the form of t-tests and F-tests. As well as correlation coefficients and determination coefficients. Data analysis in this study uses SPSS 23.0. From the results of the study, it is seen partially with the t test that the taste variable with t count> from t table or 4.196> 1.98447, then Ho is rejected and Ha is accepted, this shows that there is a significant influence between the taste variable on the purchasing decision variable. So the hypothesis in this study is proven, the price variable with t count> from t table or 5.991> 1.98447, then Ho is rejected and Ha is accepted, this shows that there is a significant influence between the price variable on the purchasing decision variable. So the hypothesis in this study is proven / From the results of the F test that the test decision is Ho is rejected, Ha is accepted because F count> F table, namely 101.045> 2.64 and a significant value <0.005, namely 0.000. From the results of the hypothesis test, the decision taken is to reject Ho and Ha is accepted, meaning that together the taste and price variables as a whole have a significant influence on the purchasing decision variable. Therefore, the hypothesis in this study was proven
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