Jurnal Ilmiah Mahasiswa STKIP PGRI Sumbar

Nama / NPM Ratna Puspita Sari / 15090094
Program Studi Pendidikan Ekonomi
Pembimbing I Hayu Yolanda Utami
Pembimbing II Desi Areva
Tahun 2019

Abstrak :


This study aimed to determine the effect of price perception, product quality quality, consumer tastes, brand trust and location on the decision to purchase the Matahari brand tempe chips of Jr. Padang Bintungan, Kec. Koto Baru, Dharmasraya District. Results the showed that: 1) price perception significantly influenced purchasing decisions with path coefficient to 0.254 with  tcount  3.548> ttable 1.981, 2) product quality significantly influenced a purchase decision with  path coefficient to 0.174 with  tcount 2.129> ttable 1.981 , 3) consumer tastes significantly influence purchasing decisions with path coefficient to 0.289 with tcount 4.092> ttable 1.981, 4) brand trust significantly influenced a purchasing decisions with path coefficient to 0.165 with tcount 2.099> ttable 1.981, 5) location significantly influenced a purchasing decisions with path coefficient to 0.286 with tcount 4.529> ttable 1.981, 6) product quality significantly effect a brand trust with path coefficient to  0.640 with path 9.046> ttable 1.981.


Keyword :

Price Perception, Product Quality, Consumer Tastes, Brand Trust and Location

Login terlebih dahulu.