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Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Mediasi Pada Konsumen Eiger Store Payakumbuh

SUMMARY

This research aims to determine the direct influence of price, product quality and purchasing interest on purchasing decisions of Eiger Store Payakumbuh consumers and to analyze the indirect influence of price and product quality on purchasing decisions through purchasing interest among Payakumbuh Eiger Store consumers. This research was conducted on Eiger Store Payakumbuh consumers. The sampling technique used in this research is Non Probability Sampling with Purposive Sampling technique. The number of samples used in this research was obtained using the Hair formula with a total of 136 respondents. The data analysis technique uses the Structural Equation Modeling (SEM-PLS) method. The software used as an analysis tool is warpPLS.
The results of this research show that there is a negative and significant influence between price on purchasing decisions, there is a positive and significant influence between product quality on purchasing decisions, there is a negative and insignificant influence between price and buying interest, there is a positive and significant influence between product quality and interest purchase, there is a positive and significant influence between purchasing interest and purchasing decisions, there is a significant influence between price and purchasing decisions through purchasing interest, and there is a significant influence between product quality and purchasing decisions through purchasing interest.



Keywords: Price, Product Quality, Purchase Decision, and Purchase Intention

Ketersediaan
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Perpustakaan Universitas Riau 1902111858
1902111858
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
1902111858
Penerbit
Pekanbaru : Universitas Riau - FEB - Manajemen.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
1902111858
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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