Atika, Putri Amelia (2026) Pengaruh Harga, Kemasan, dan Kualitas Produk terhadap Keputusan Pembelian pada Produk Mother of Pearl. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
This study is motivated by problems in purchasing decisions for Mother of Pearl products, as indicated by a pre-survey showing that most respondents had not yet made the product their first choice. In addition, there are issues concerning relatively high prices, the protective function of the packaging, and the consistency of product quality. This study aims to examine the effect of price, packaging, and product quality on purchasing decisions for Mother of Pearl products, both partially and simultaneously.
This study employs a quantitative approach using primary data collected through an online questionnaire distributed to 160 respondents who had purchased Mother of Pearl products at least once. The sample was selected using purposive sampling, and the data were analyzed using multiple linear regression in SPSS.
The results show that price has a positive and significant effect on purchasing decisions (t-value = 9.142; sig. = 0.000). Packaging has a positive and significant effect on purchasing decisions (t-value = 5.815; sig. = 0.000). Product quality also has a positive and significant effect on purchasing decisions (t-value = 5.714; sig. = 0.000). Simultaneously, the three variables have a significant effect on purchasing decisions (F-value = 81.128; sig. = 0.000). The R Square value of 0.609 indicates that the three independent variables explain 60.9% of the variance in purchasing decisions, while the remaining 39.1% is explained by other factors outside the model. Based on the Standardized Beta values, price is the most dominant variable (0.479), followed by packaging (0.309) and product quality (0.304).
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Khatimah, Husnul 0401127305 |
| Keywords / Kata Kunci: | Harga, Kemasan, Kualitas Produk, Keputusan Pembelian, Mother of Pearl |
| Subjects: | Manajemen Pemasaran |
| Faculty: | Fakultas Ekonomi > Manajemen S1 |
| Depositing User: | Ms. Putri Amelia Atika |
| Date Deposited: | 04 Nov 2026 07:02 |
| Last Modified: | 04 Nov 2026 07:02 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/11172 |
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