PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN
DI RUMAH MAKAN AYAM BAKAR PAK D GRESIK
CABANG WAHIDIN
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Institusion
Universitas Muhammadiyah Gresik
Author
SHOLICHAH, REVIANA WAHYU ABIDATUS
Subject
Economic And Business
Datestamp
2019-08-29 07:11:01
Abstract :
The study aims to determine the effect of Product Quality, Price, Brand Image, and Service Quality on Purchasing Decisions at grilled chicken restaurant Pak D Gresik Wahidin branch. The research approach uses a quantitative approach. The population in this study were consumers at Pak D Gresik grilled chicken restaurant in an unknown number of Gresik districts. The sampling technique used is Non Probability Sampling with a type of Insedental Sampling, namely sampling techniques based on coincidence with researchers who can be used as a sample of 100 respondents. Data collection uses questionnaires and measurement data using a Likert scale. The data analysis technique used in this study is multiple linear regression analysis techniques. Partial test results using the t test provided that t count > t table with a significance level < 0,05 (5%) indicates that Product Quality (X1), Price (X2), Brand Image (X3), and Service Quality (X4) have a positive and significant effect on Purchasing Decisions (Y) in grilled chicken restaurant Pak D Gresik Wahidin branch.
The study aims to determine the effect of Product Quality, Price, Brand Image, and Service Quality on Purchasing Decisions at grilled chicken restaurant Pak D Gresik Wahidin branch. The research approach uses a quantitative approach. The population in this study were consumers at Pak D Gresik grilled chicken restaurant in an unknown number of Gresik districts. The sampling technique used is Non Probability Sampling with a type of Insedental Sampling, namely sampling techniques based on coincidence with researchers who can be used as a sample of 100 respondents. Data collection uses questionnaires and measurement data using a Likert scale. The data analysis technique used in this study is multiple linear regression analysis techniques. Partial test results using the t test provided that t count > t table with a significance level < 0,05 (5%) indicates that Product Quality (X1), Price (X2), Brand Image (X3), and Service Quality (X4) have a positive and significant effect on Purchasing Decisions (Y) in grilled chicken restaurant Pak D Gresik Wahidin branch.
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