CD Skripsi

Diferensiasi Produk Dan Ekspektasi Manfaat Kesehatan Kopi Nira Aren Terhadap Keputusan Pembelian Konsumen Di Kota Pekanbaru

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ABSTRACT
The research aim is to analyze the effect of consumer characteristics, product
differentiation and health expectations of nira aren coffee on consumer purchasing
decisions. Reseacrh conducted in Pekanbaru City that was choosen purposive
sampling method. Multiple regression analysis was used to analyze the effect of
consumer characteristics, product differentiation and health expectations of nira
aren coffee on consumer purchasing decisions. The results showed that the
characteristics of consumers based on gender were dominated by men, with the
age category "early adulthood" which is 26-35 years, last education in college,
with a job as a private employees, and average monthly income >Rp3.500.000
which is categorized as “very high income”. Consumer is totally agree about the
differentiation of nira aren coffee based on features, performance quality,
suitability quality, reliability, and style, and agree on shape and design. Consumer
is totally agree that nira aren coffee has health benefits with an appropriate price
and they can feel the same health benefits as expected. The decision to purchase
nira aren coffee is partially influenced by consumer expectations of health
benefits.
Keywords: expectations, product differentiation, purchasing decisions, nira aren
coffee

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

06 02. 121 (0039)

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian - Agribisnis., 2021

Deskripsi Fisik

ix, 79 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

06 02. 121 (0039)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

Daus

Versi lain/terkait

Lampiran Berkas

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