PENGARUH HARGA, KUALITAS MAKANAN, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN AYAM BAKAR PRIMARASA CABANG KUSUMA BANGSA SURABAYA

SARINA, ROSVITA (2023) PENGARUH HARGA, KUALITAS MAKANAN, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN AYAM BAKAR PRIMARASA CABANG KUSUMA BANGSA SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

This study aims to determine the effect of price, food quality, and service quality on purchasing decisions at the Primarasa Grilled Chicken Restaurant, Kusuma Bangsa Branch. In this study, the population is consumers who make purchases at the Primarasa Grilled Chicken Restaurant in the Kusuma Bangsa Branch, Surabaya. The technique used in sampling in this study was nonprobability sampling with
a purposive sampling approach with a total sample of
75 respondents Based on data processing using SPSS version 22, the validity test results in this study resulted in r count ≥ r table (0.2272) with a significant level of 0.05
and all statement items in this study were declared valid. The results of the reliability test showed that the variables in this study were reliable by showing
Cronbach Alpha values ≥ 0.60. The normality test shows that this research fulfills the assumptions of normality and the data shows a normal distribution pattern. The multicollinearity test in this study resulted in a tolerance value > 0.10 and a VIF value < 10 where multicollinearity did not occur. The heteroscedasticity test showed that in this study there was no heteroscedasticity. Multiple linear
regression test, namely, Y = 1.873 + 0.199 (X1) + 0.321 (X2) + 0.359 (X3). The coefficient of determination test produces an Adjusted R Square value of (0.431) which shows that the X variable has a strong contribution to the purchasing decision (Y). The results of the t test obtained Price (X1) has no effect on consumer purchasing decisions at the Ayam Bakar Primarasa Branch of Kusuma Bangsa Surabaya with a t value of 1.828 <t table (1.99394) with a significant level of 0.072 <0.05. Food quality (X2) = t count 2.607 > t table 1.99394 with a significant level of 0.011<0.05, which means that food quality has a significant
effect on purchasing decisions. Service Quality (X3) = t count 3.526 > t table 1.99394 with a significant level of 0.001 <0.05 meaning that service quality has a significant effect on purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Price, Food Quality, Service Quality, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 02:10
Last Modified:	22 Sep 2025 02:10
URI:	https://repositori.ukdc.ac.id/id/eprint/1731

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