catur, ferdian putra (2024) pengaruh desain produk green product dan harga terhadap keputusan pembelian produk mobil listrik merek wuling. Skripsi thesis, institut informatika dan bisnis darmajaya.
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Abstract
The purpose of this research was to find the effect of product design, green products, and price on the purchase decision of Wuling electric car products. The type of research used was associative research. The population chosen in this research was consumers of Wuling electric cars. The sampling method used in this research was non-probability sampling using a purposive sampling technique. The sample for this research was 150 respondents taken using the formula Hair et.al. The data analysis method used in this research was Structural Equation Modeling using the Partial Least Square (PLS) approach. The result of partial hypothesis testing showed that product design affected purchasing decisions for Wuling electric car products, green products affected purchasing decisions for Wuling electric car products, and price affected purchasing decisions for Wuling electric car products. The result of the simultaneous hypothesis test showed that product design, green products, and price affected the purchase decision of Wuling electric car products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi eSkripsi |
| Divisions: | Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen |
| Depositing User: | Catur Ferdi Ferdian putra |
| Date Deposited: | 07 Mar 2024 08:18 |
| Last Modified: | 07 Mar 2024 08:18 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/15004 |
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