ANALISIS PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Chicken Nugget Fiesta di Kota Semarang)
ABSTRACT: Community
life in the urban dynamic makes people choose foods that are practical.
Manufacturers chicken nuggets Fiesta is one of the manufacturers of ready cooked
meals of chicken nuggets. In a period of three years back chicken nuggets
Fiesta compete with other similar products and led to a decline in sales. This
study aimed to analyze the effect of product quality, perceived price,
promotion and brand image on purchasing decisions chicken nuggets Fiesta in
Semarang. The samples used in this study of 100 people who have ever made a
purchase products Fiesta chicken nuggets in Semarang. Questionnaire distributed
in April 2016 to May 2016. The data were then processed using multiple
regression analysis.
The results showed that the
product quality, perceived price, promotion and brand image has a positive
influence on purchase decisions. Variable most influential product quality and
perception variables affect the price of the smallest. T test results showed
that each of the independent variables have a significant influence on purchasing
decisions. This equation model has a F value of 24.726 with a significance
level of 0.000. The results of the analysis of determination coefficient of
48.9%, indicating that the variable quality of the product, the perception of
price, promotion and brand image just explain the influence on purchasing
decisions by 48.9%. While the remaining 51.1% is explained by other variables
that are not described in this study.
Keywords:
Product Quality, Perceived Price, Promotion, Brand Image and Purchase Decision.
Penulis: Edwin Muhammad Wirawan, Imroatul Khasanah
