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Pengaruh Citra Merek, Persepsi Kualitas Pelayanan, Persepsi Kualitas Produk, Lokasi Dan Harga Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Konsumen Miami Chicken Saxophone)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Citra Merek, Persepsi Kualitas Pelayanan, Persepsi Kualitas Produk, Lokasi Dan Harga Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Konsumen Miami Chicken Saxophone)
 
Creator Manasika, Elsa Arina
Arifin, Rois
Mustafita, Arini Fitria
 
Description ABSTRACTThis study is entitled "The Effect of Brand Image, Service Quality Perception, Product Quality Perception, Location and Price on Consumer Purchasing Decisions (Case Study on Miami Chicken Saxophone). Consumers will decide to buy a product or brand after they weigh and choose from observations they made before. Observations on brand image, perceptions about service quality, perceptions about product quality, location and price. Miami Chicken is one restaurant that offers a variety of chicken dishes. One of the outlets of Miami Chicken is on Saxophone.The purpose of this study was to examine the effect of brand image, service quality perception, product quality perception, location and price on consumer purchasing decisions on the Miami Chicken Saxophone simultaneously and partially. The population in this study is Miami Chicken Saxophone consumers. The sample in this study used purposive sampling, amounting to 150 respondents. The analytical method used is multiple linear regression analysis test, classic assumptions along with F test and t test. in this study the conclusions of brand image variables, perceived service quality, perceived product quality, location and price simultaneously have a significant effect on purchasing decisions. Partially the brand image variable has positive and significant effect, the perception of service quality has a negative but not significant effect, the perception of product quality has a positive and significant effect, the location variable has a positive and significant effect, and the price variable has a negative but not significant effect. The time of this study starts from April 2020 - June 2020.Keywords: Brand Image, Service Quality Perception, Product Quality Perception, Location, Price and Purchase Decision.
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2020-08-13
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/8303
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol.09 No. 17 Agustus 2020
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/8303/6845
 
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