JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Vol 3, No 2 (2020): JIMEK Volume 3 No 2

Keputusan Pembelian Minuman Yakult Ditinjau Dari Distribusi, Diferensiasi, Gaya Hidup, Dan Kualitas Produk

Permata Citra, Elisa Sulistia (Unknown)
Ida Ayu Kade, Rachmawati Kusasih (Unknown)

Article Info

Publish Date
28 Dec 2020

Abstract

The purpose of this study was to examine the effect of distribution, differentiation, lifestyle, and product quality on the purchase decision for Yakult drinks in Solo City. The population used in this study is consumers of Yakult fermented milk in Solo. The data used in this study are primary data obtained from questionnaires. The number of samples taken were 97 respondents. The technique used in sampling is the Non Random Sampling technique with multiple linear regression analysis and hypothesis testing consists of the t test, the coefficient of determination (R²). The results of this study indicate that the Distribution variable (X1) and the Differentiation variable (X2) do not significantly influence the purchasing decisions of Yakult brand fermented milk in Solo City, Lifestyle (X3) and Product Quality (X4) significantly influence the purchase decision of the Yakult brand fermented milk in Solo city.  

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Journal Info
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Website

Abbrev

jimek

Publisher

Universitas Kadiri

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Ilmiah Mahasiswa Ekonomi (JIMEK) merupakan jurnal ilmiah yang berisi publikasi beberapa skripsi dan hasil penelitian mahasiswa Fakultas Ekonomi Universitas Kadiri yang berdasar dari teori Manajemen dan Ekonomi Pembangunan. JIMEK terbit setahun dua kali yaitu pada bulan Juli dan Desember. ...