ANALISIS PENGARUH ATRIBUT ROKOK DIPLOMAT MILD TERHADAP PERSEPSI KONSUMEN ROKOK DIPLOMAT MILD DI DESA LANGENHARJO KECAMATAN MARGOREJO KABUPATEN PATI
Abstract
Tujuan penelitian ini untuk mengetahui apakah atribut produk mampu mempengaruhi persepsi konsumen. Sampel sebanyak 100 responden, teknik pengambilan sampel menggunakan teknik purposive sampling dengan kriteria yang sudah dewasa (minimal usia 17 tahun), dan berjenis kelamin laki-laki yang merokok diplomat Mild. Teknik analisis data menggunakan analisis regresi berganda, uji hipotesis, uji F simultan dan koefisien determinasi. Hasil penelitian diperoleh bahwa ada pengaruh signifikan atribut produk yang terdiri dari merek produk, desain kemasan, kualitas produk terhadap persepsi konsumen rokok diplomat Mild.
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