PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN MAKANAN PADA RUMAH MAKAN SUPER CHICKEN DI JAMBANGAN KECAMATAN KEDAWUNG KABUPATEN SRAGEN

Suryati Suryati, Zainuri Nur Rahmat

Abstract


The purpose of this study was to determine the effect of product quality, price and location on food purchasing decisions. This research was conducted at the Super Chicken restaurant in Jambangan, Kedawung District, Sragen Regency. The population in this study were all consumers who came and bought at the Super Chicken restaurant in September 2019. The sample in this study was 50 respondents. Data collection was carried out using a survey method through a questionnaire filled out by consumers. Then, the data obtained were analyzed using multiple linear regression analysis. Based on the research results, it can be concluded that: product quality has a significant and positive effect on purchasing decisions, price has a significant and positive effect on purchasing decisions, location has a significant and positive effect on purchasing decisions, product quality, price, and location simultaneously or jointly. have a significant influence on purchasing decisions.

Keywords


Product Quality, Price, Location, and Purchase Decision

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