ANALISIS PENGARUH DIVERSIFIKASI PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA UKM GULA KELAPA

Abstract

In the discussion of this study, the problem is how much influence the product and price diversification of purchasing decisions in SMEs Palm Sugar in Purworejo District. While the focus of the problem is how much product diversification influences purchasing decisions, how much the price affects purchasing decisions as well as whether product and price diversification simultaneously affect purchasing decisions in SMEs Palm Sugar in Purworejo District. Discussion of this research is a field research with quantitative descriptive approach method that describes the effect of product and price diversification to purchasing decision in SME Gula Kelapa in Purworejo Regency. Techniques of collecting data obtained from observations and questionnaires distributed To Consumers Coconut Sugar in Purworejo District. The result of data processing is product diversification has a positive effect on purchasing decision, it is proved by titung 2,900 bigger than ttable equal to 1,661. Price has a positive influence on purchasing decisions, this is evidenced by t count of 5.680 is greater than the t table of 1.661. While the results of the test together product and price diversification affect the purchase decision of 78.77. The result of determination coefficient is product diversification and price can explain purchase decision of 65,5%. Keywords: Product diversification, price and purchase