SKRIPSI: Pengaruh Harga, Keragaman produk dan Iklan terhadap Keputusan Pembelian Pasta Gigi Pepsodent pada Mahasiswa di Yogyakarta

Velycia, Indah Budiarti (2024) SKRIPSI: Pengaruh Harga, Keragaman produk dan Iklan terhadap Keputusan Pembelian Pasta Gigi Pepsodent pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of price, product diversity and advertising on purchasing decisions for Pepsodent toothpaste products among students in Yogyakarta. The data collection method uses a questionnaire distributed using Google Form. The population in this study were students who had purchased and consumed Pepsodent Toothpaste in Yogyakarta. Sampling was carried out using Non Probability Sampling and purposive sampling techniques with a sample size of 90 respondents. The reason for choosing the purposive sampling method was that not all samples had the same characteristics as those that the researcher had determined, so the samples chosen were deliberately determined to have the characteristics of having previously purchased and used Pepsodent products. Purposive sampling used in this research was students aged ≥ 17 years who bought and used Pepsodent toothpaste in Yogyakarta. The data analysis technique used is multiple linear regression analysis. The results in this study show that Price (X1) has a positive and significant effect on the Purchasing Decision (Y) of Pepsodent toothpaste among students in Yogyakarta, Product Diversity (X2) has a negative effect on the Purchasing Decision (Y) of Pepsodent toothpaste among students in Yogyakarta. Advertising (X3) has a positive and significant effect on the Purchase Decision (Y) of Pepsodent toothpaste among students in Yogyakarta, thus H3 is accepted.

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