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Submitted
February 21, 2022
Accepted
December 6, 2022
Published
December 6, 2022
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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh budaya terhadap keputusan pembelian Mie Instan Indomie di Kota Karawang. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan sampel, yaitu pembeli Mie Instan Indomie sebanyak 100 responden yang suka membeli Mie Instan Indomie. Metode pengambilan sampel menggunakan purposive sampling. Teknik pengumpulan data yang digunakan adalah dengan cara menyebarkan kuisioner. Populasi yang dipergunakan pada penelitian ini adalah mahasiwa Universitas Singaperbangsa Karawang dengan jumlah 3.252 orang. Teknik analisis data yang digunakan dalam penelitian ini menggunakan analisis regresi linier sederhana. Hasil penelitian ini membuktikan bahwa budaya berpengaruh positif dan signifikan keputusan pembelian mie instan Indomie.


Kata Kunci: Budaya; Konsumen; Keputusan Pembelian

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Copyright (c) 2022 Reshanty Dea Nur Macdhy, Siti Mariam, Ajat Sudrajat

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How to Cite
Macdhy, R. D. N., Mariam, S., & Sudrajat, A. (2022). PENGARUH BUDAYA TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN INDOMIE. Managament Insight: Jurnal Ilmiah Manajemen, 17(2), 161–171. Retrieved from https://ejournal.unib.ac.id/Insight/article/view/20771
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