ANALISIS PENGARUH DIFERENSIASI FISIK, WORD OF MOUTH DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KUE TRADISIONAL ACEH DI UMKM LINGKUNGAN PASAR BATUPHAT

Jurnal Aplikasi Ilmu Ekonomi Pub Date : 2022-09-29 DOI:10.29103/jaie.v1i1.8898

Asmaul Husna, Nurainun Nurainun

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Abstract

ABSTRACTThis study examined the effect of physical differentiation, word of mouth, and price on purchase decisions of traditional Acehnese cakes in MSMEs in the Batuphat market. This study used primary data obtained by distributing questionnaires to 12 respondents selected using the purposive sampling method. The data analysis methods used were the multiple linear regression and simple linear regression methods with the help of SPSS. The results of the study partially showed that physicaldifferentiation had a significant effect on purchase decisions for traditional Acehnese cakes in MSMEs in the Batuphat market, word of mouth had a significant effect on purchase decisions for traditional Aceh cakes in MSMEs in the Batuphat market, and the price had a significant effect on purchase decisions for traditional Aceh cakes in MSMEs in the Batuphat market. Simultaneously, physical differentiation, word of mouth, and the price had a significant effect on purchase decisions for traditional Acehnese cakes in MSMEs in the Batuphat market.Keywords: Purchase decision; Word of Mouth; Differentiation; MSMS

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分析了肢体差异、口译和价格对UMKM市场环境购买亚齐蛋糕的影响

摘要本研究考察了物理差异、口碑和价格对中小微企业在巴图法市场购买传统亚齐糕点的影响。本研究采用目的抽样的方法，对12名被调查者进行问卷调查。使用的数据分析方法是多元线性回归和简单线性回归方法，并借助于SPSS软件。研究结果部分表明，物理差异对中小微企业在巴图巴特市场购买传统亚齐蛋糕的决策有显著影响，口碑对中小微企业在巴图巴特市场购买传统亚齐蛋糕的决策有显著影响，价格对中小微企业在巴图巴特市场购买传统亚齐蛋糕的决策有显著影响。同时，物理差异、口碑和价格对巴图法市场中小微企业购买传统亚齐蛋糕的决策有显著影响。关键词:采购决策;口口相传;分化;二甲基砜

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Aplikasi Ilmu Ekonomi

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