10.61533 ANALISIS PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP MINAT BELI OLAHAN TELUR KEPITING BRAND CRAB TELLO DI KOTA PANGKALPINANG

Abstract

This undergraduate thesis was written and prepared by Perdi, Student Identification Number 640220009, entitled “Analisis Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Minat Beli Olahan Telur Kepiting Brand Crab Tello Di Kota Pangkalpinang.” The background of this study is based on the increasing competition in the processed seafood industry, so companies need to understand how marketing management works, especially the factors that influence consumer purchase intention in making buying decisions. Marketing management is the process of analyzing, planning, implementing, and controlling business strategies to create, deliver, and communicate value to customers in order to achieve company goals. This research consists of 98 pages excluding appendices, with the aim of analyzing the influence of price, product quality, and promotion on purchase intention for Crab Tello brand crab egg processed products in Pangkalpinang City. This research uses a quantitative approach with a survey method through distributing questionnaires to consumers. The sample was determined using a non-probability sampling technique with purposive sampling, involving 100 respondents. The data analysis in this study used multiple linear regression analysis with the assistance of the JASP for Windows program.