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Abstract:
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CV. Amanah Sentosa Tegal is a small company engaged in the distribution
sector that provides food snack products. The purpose of this study is to determine
the effect of price, product quality and product diversity on purchasing decisions
for CV Amanah Sentosa Tegal. The approach used in this study is an associative
approach. The research population is infinite with a purposive sampling
technique, so that a sample of 500 shops is taken. Data analysis techniques in this
study used instrumental tests covering validity and reliability, classical
assumption tests covering normality, multicollinearity, heteroscedasticity,
multiple linear regression analysis, t-test F test, and determination test. data
processing using the SPSS software program (statustic package for the social
scienceb) 0.25 for windows, the results of the study show that partially, each price
variable, product quality and product diversity affect purchasing decisions.
This is evidenced by the tcount value of 0.2646 > ttable of 0.1991 with a
significance value of 0.040 <0.05. Partially, product quality variables influence
purchasing decisions at CV Amanah Sentosa Tegal. This is evidenced by the
tcount value of 2.086 < ttable of 0.1991 with a significance value of 0.035 > 0.05.
And product diversity variables affect purchasing decisions at CV Amanah
Sentosa Tegal. This is evidenced by the tcount value of 2.975 < ttable of 0.1991
with a significance value of 0.004 > 0.05. and the price variable is the most
dominant variable y. This is evidenced by the Fcount value of 39.450 > Ftable of
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