ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MINUMAN PRO TIO PADA PT. MUAL TIO MAJU BERSAMA TAPANULI UTARA
Keywords:
Price, Product Quality, Brand, and Purchasing DecisionsAbstract
Along with increasing population growth, the need for healthy drinking water is increasing. To find out consumer attitudes towards their products, companies need to conduct research on the factors contained in the product that can encourage the creation of a purchasing motive. This research aims to determine the magnitude of the analysis of factors that influence the decision to purchase Pro Tio drinks at Pt. Nausea Tio Moves Forward with North Tapanuli. The population in this research is consumers of PT. Nausea Tio Maju Bersama, namely 84 people. The sampling technique used in this research is a probability sampling technique, namely a sampling technique when all members of the population are used as samples using the SPSS 22.00 program. Obtained a correlation between Price (X1), namely rcount (0.525) > rtable (0.180), Product Quality (X2), namely rcount (0.402) > rtable (0.180) and Brand (X3), namely rcount (0.590) > rtable (0.180), it was concluded that there was positive and significant relationship. R Square is 0.451 or 45.10%. This shows that the influence of Price (X1), Product Quality (X2), Brand (X3) is 45.10% and the remaining 54.90% is influenced by other factors not discussed in this research. The following simple linear regression equation is obtained: Y = a + bX1 + bX2 + bX3 = 19.776 + 0.527X1 + 0.132X2 + 0.857X3. The value of tcount (3.421) > ttable (1.663) According to the testing criteria, the hypothesis is accepted. tcount value is greater than tcount (1.509) > ttable (1.663). According to the testing criteria, the hypothesis is rejected. tcount value is greater than tcount (5.021) > ttable (1.663). According to the testing criteria, the hypothesis is accepted. then Fcount is 21.949. In accordance with the test requirements, Fcount 21.949 > Ftable 2.48.