| dc.contributor.author | Hikmah, Nurul | |
| dc.date.accessioned | 2026-03-03T05:46:37Z | |
| dc.date.available | 2026-03-03T05:46:37Z | |
| dc.date.issued | 2023-01-25 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9256 | |
| dc.description | The background of this research is the increase of return on sales of rice seeds product and the failure to achieve the sales target in 2021 which occurred at CV Bunga Tani Sejahtera, a producer of rice and corn seeds. Based on complaint data throughout 2021 indicate that there are problems with product, price, distribution and promotions, so evaluation and improvement are necessary. The purpose of this study was to determine the effect of product, price, distribution, and promotion on purchase decision of rice seed product in Jember. This study used 210 respondents that collected from four sub-districts in Jember, namely Balung, Gumukmas, Tanggul and Mayang. This research is a quantitative research with multiple linear regression analysis method. The result showed that there is effect of product, price, and promotion on purchase decision of rice seed products in Jember. Meanwhile, distribution has no influence on purchase decision. Simultaneously, product, price, distribution, and promotion have an influence on the purchase decision of rice seed products in Jembe. The dominant influence on the purchase decision is product. The company is expected to improve product, evaluate price, and expand the promotion of rice seed products so the sales return can be reduced in the following years and market can develop. | en_US |
| dc.description.abstract | Penelitian ini dilatarbelakangi adanya peningkatan retur penjualan benih padi dan tidak tercapainya target penjualan di tahun 2021 yang terjadi pada CV Bunga Tani Sejahtera, produsen benih padi dan jagung. Berdasarkan data komplain pelanggan sepanjang tahun 2021 menunjukkan adanya permasalahan pada komponen produk, harga, distribusi, dan promosi sehingga perlu dilakukan evaluasi dan perbaikan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh produk, harga, distribusi, dan promosi terhadap keputusan pembelian benih padi di Kabupaten Jember. Sampel yang digunakan dalam penelitian ini adalah 210 responden yang dikumpulkan dari empat kecamatan di Kabupaten Jember, yaitu Balung, Gumukmas, Tanggul dan Mayang. Penelitian ini merupakan penelitian kuantitatif dengan metode analisis regresi linier berganda. Hasil penelitian menunjukkan adanya pengaruh produk, harga, dan promosi terhadap keputusan pembelian produk benih padi di Kabupaten Jember. Sedangkan, distribusi tidak memiliki pengaruh terhadap keputusan pembelian. Secara simultan, produk, harga, distribusi, dan promosi memiliki pengaruh terhadap keputusan pembelian produk benih padi di Kabupaten Jember. Pengaruh dominan pada keputusan pembelian tersebut terdapat pada variabel produk. Perusahaan diharapkan untuk meningkatkan kualitas produk, mengevaluasi harga, dan memperluas promosi pada produk benih padi agar retur penjualan dapat berkurang di tahun-tahun selanjutnya dan pasar dapat berkembang. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | produk | en_US |
| dc.subject | harga | en_US |
| dc.subject | distribusi | en_US |
| dc.subject | promosi | en_US |
| dc.subject | keputusan | en_US |
| dc.subject | pembelian | en_US |
| dc.subject | bauran pemasaran. | en_US |
| dc.subject | product | en_US |
| dc.subject | price | en_US |
| dc.subject | distribution | en_US |
| dc.subject | promotion | en_US |
| dc.subject | purchasing decision | en_US |
| dc.subject | marketing mix | en_US |
| dc.title | Pengaruh Produk, Harga, Distribusi, dan Promosi Terhadap Keputusan Pembelian Produk Benih Padi di Kabupaten Jember | en_US |
| dc.title.alternative | The Effect Of Product, Price, Distribution, and Promotion On The Purchase Decision Of Rice Seed Product in Jember | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Liliana Dewi | |
