ANALISIS KEPUTUSAN PEMBELIAN FASTFOOD BERDASARKAN KUALITAS LAYANAN, HARGA DAN KUALITAS PRODUK DI MASA PANDEMI

  • Sandra Oktaviana Pinaraswati Universitas Dr. Soetomo Surabaya
  • Ilya Farida

Abstract

This study aims to analyze the effect of service quality, price, and product quality simultaneously and partially on fast food purchasing decisions at the Smack Burger restaurant, Ngagel Jaya Selatan, Surabaya. This type of research uses a quantitative approach. The sample of this research is 80 consumers of Smack Burger Ngagel Jaya Selatan, Surabaya. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that: (1) Based on the results of the simultaneous test (F) it is known that Fcount is 57.707 > Ftable is 2.72. This means that there is an effect of service quality, price and product quality together on purchasing decisions on consumers of Smack Burger Ngagel Jaya Selatan Surabaya, (2) The partial test results show that the variables of service quality (not significant), price (significant) and product quality (significantly) has an effect on purchasing decisions at the Smack Burger restaurant, Ngagel Jaya Selatan Surabaya.

Keywords: Service Quality, Price, Product Quality and Purchase Decision

Published
2022-01-08
How to Cite
Pinaraswati, S., & Farida, I. (2022). ANALISIS KEPUTUSAN PEMBELIAN FASTFOOD BERDASARKAN KUALITAS LAYANAN, HARGA DAN KUALITAS PRODUK DI MASA PANDEMI. JURNAL EKSEKUTIF, 18(2), 268-278. Retrieved from https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/297