Pengaruh Diversifikasi Produk Keripik 888 terhadap Keputusan Pembelian (Studi Pada Konsumen Toko Kue TIVOLI Medan Fair)

Abstract

In competition of food industry, the company and the business owner have to create a different product characteristic and also create an unique image in consumer eyes. Consumer purchasing decision is an important factor for an advancement of business by getting those factor, then the business could make varions strategies for their products, and one of them is product diversification strategy. This research aims to know ig product diversification (X) could give effects toward to purchasing decision (Y) in Keripik 888. This research did on the customer and consumer of TIVOLI bakery shop Medan Fair that buy and consume Keripik 888. The population of this research are customer of TIVOLI bakery shop Medan Fair that bought Keripik 888, the sampling method used Slovin method with accidental sampling, which means every customer that accidentally meet could be the sample if fulfilled the criteria. In this research, the collection data used questionnaires that gave to by samples. The analysis method used quantitative method that include validity test, reliability test, normality test, hypothesis test (T-test) and coefficient determination test analysis (R²). The analysis data technique used simple linear regression analysis. Data has been processed by using SPSS software statistic 18.00 for windows, so the regression is: Y = a+bx Y = 7,513+0,489X The result of this hypothesis research showed that the diversification product variable has positive influence on customer purchasing decision of TIVOLI baker shop Medan Fair that bought Keripik 888. The value of adjusted R square obtained 0,488 which means 48,8% customer purchasing decision can be explained by independent variable, mean while the remaining 51,2% can be explained by another variable that not included in this research. The result showed that if Keripik 888 used diversification product strategy, the customer purchasing decision will be affected and increased.