PENGARUH KUALITAS PRODUK, HARGA, LOKASI, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DEPOT AYAM BAKAR PAK ‘D’ NGINDEN DI SURABAYA

ADININGSIH, URSULA VIONA (2019) PENGARUH KUALITAS PRODUK, HARGA, LOKASI, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DEPOT AYAM BAKAR PAK ‘D’ NGINDEN DI SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Official URL: http://repositori.ukdc.ac.id

Abstract

Entering the era of globalization, culinary business is booming and becoming a trend center in the minds of culinary lovers to the emergence of many restaurants / restaurants, one of which is Depot Ayam Bakar Pak ‘D’ Nginden in Surabaya. This study aims to determine the effect of product quality, price, location, promotion, and quality of service on consumer purchasing decisions at Depot Ayam Bakar Pak ‘D’ Nginden. The method in sampling is purposive sampling method by using a questionnaire statement to 125 respondents who are consumers at Depot Ayam Bakar Pak ‘D’ Nginden in Surabaya with the terms (1) minimum purchase of 1x; (2) age ≥ 17 years. Based on the results of data management with the SPSS Statistics program version 22.0, it can be said that all statement items are valid and all variables are declared reliable. Then obtained adjusted R square results of 0.610 or 61%, meaning product quality (X1), price (X2), location (X3), promotion (X4), and service quality (X5) contribute strongly to consumer purchasing decisions (Y). In the t test, the following results were obtained: product quality (X1) = 2.252> 1.98010 with a significant level of 0.026 1.98010 with a significant level of 0.033 0.050 which means location has no effect on consumer purchasing decisions, promotion (X4) = 3.729> 1.98010 with a significant level of 0,000 1.98010 with a significant level of 0.020

Item Type: Thesis (Undergraduate)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorIndrawati, LilikNIDN0716077201UNSPECIFIED
Uncontrolled Keywords: Product Quality, Price, Location, Promotion, Quality of Service, and Purchasing Decisions.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Prodi Manajemen
Depositing User: Cahyo HW
Date Deposited: 19 Dec 2020 13:06
Last Modified: 19 Dec 2020 13:06
URI: http://repositori.ukdc.ac.id/id/eprint/501

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