| dc.description.abstract |
D'Top Chicken & Burger is a franchise business engaged in fast food or
fast food that sells processed food products made from fried chicken meat and
can be combined with other menus. This study aims to determine and analyze how
much influence price, product quality and location have on purchasing decisions
at D'Top Chicken & Burger Ketanggungan Branch. This study was conducted to
find out what factors influence purchasing decisions made by consumers at D'Top
Chicken & Burger Ketanggungan Branch. The approach used in this study is a
quantitative approach. Data collection method by making observations,
interviews, distributing questionnaires/questionnaires, documentation and
literature studies. The sampling technique in this study is by Nonprobability
sampling, with the sampling method used, namely Insidental sampling. With the
number of samples used as many as 100 respondents. The statistical analysis
methods in this study include validity tests, reliability tests, classical assumption
tests, f tests, t tests, coefficients of determination (R2
), and multiple linear
regression analysis with the help of SPSS version 25. The results in this study
show: (1) price has a positive and significant effect on purchasing decisions, (2)
product quality has a positive and significant effect on purchasing decisions (3)
location does not have a positive and insignificant effect on purchasing decisions.
(4) Simultaneously (together) the variables of price, product quality and location
influence the purchase decision. One of the variables in this study is that location
has no influence and is not significant on purchasing decisions, so it is
recommended to D'Top Chicken & Burger Ketanggungan Branch business
owners to pay attention to their place of business, for example such as expanding
land for parking vehicles for consumers and can add a place to eat on the spot for
consumers to create a sense of comfort. |
en_US |