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All Journal Jurnal Ilmiah Ekonomi dan Manajemen
Aeini Mulia Evi Diana
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Pengaruh Healthy Lifestyle, Product Quality Dan Harga Terhadap Keputusan Pembelian Susu Bubuk Frisian Flag Di Kota Semarang Aeini Mulia Evi Diana; Imam Nuryanto
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 2 No. 5 (2024): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v2i5.1166

Abstract

This research aims to analyze the influence of a healthy lifestyle, product quality and price on purchasing decisions of Frisian Flag powdered milk in Semarang City. The data collection method used purposive sampling with a total sample of 112 respondents through questionnaires distributed online and offline. The data collection technique uses primary data in the form of a questionnaire and uses a Likert scale in selecting assessment responses. The analytical method used is multiple linear analysis. The results obtained show that product quality and price have a positive and significant effect on purchasing decisions, while healthy lifestyle has a positive but not significant effect on purchasing decisions.
Co-Authors Imam Nuryanto