SKRIPSI: Pengaruh Desain Produk, Harga, dan Kualitas Produk terhadap Minat Beli Es Krim Wall’s pada Mahasiswa di Yogyakarta

WARDANI, Nita Kristina (2025) SKRIPSI: Pengaruh Desain Produk, Harga, dan Kualitas Produk terhadap Minat Beli Es Krim Wall’s pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of product design, price and product quality on interest in buying Wall's ice cream among students in Yogyakarta. The sample for this research is Yogyakarta students who know and have tried Wall's ice cream. The sample size was 75 respondents. The sampling technique uses Non-Probability Sampling with the Purposive Sampling method. The tests used in this research are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, F test, t test and coefficient of determination test. The research results show that product design does not have a positive and significant effect on buying interest, price has a positive and significant effect on buying interest, and product quality has a positive and significant effect on buying interest. Based on testing the determinant coefficient (adjusted R2) shows a result of 0.647, which means that product design, price, product quality contribute 64.7% of the influence to buying interest, while the rest is explained by other variables not included in this research

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