PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT. FASTFOOD INDONESIA CABANG SIMPANG MATARAM MEDAN

NITTIYA PRIYA, RICO ARIFIN SIBUEA, GITA NATALIA SIHOTANG (2020) PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT. FASTFOOD INDONESIA CABANG SIMPANG MATARAM MEDAN , SKRIPSI, UNIVERSITAS PRIMA INDONESIA

ABSTRAK

KFC is one company that is engaged in the culinary fast in Indonesia especially in Medan. The development of fast food is now growing very rapidly, giving rise to intense competition in the fast food restaurant industry itself. This study aimed to determine the effect of price , quality of pruduct and the promotion on consumer purchasing decisions at PT. Fastfood Indonesia branch Simpang Mataram Medan. The population used is the consumer who ever or often eat at KFC Simpang Mataram were 100 respondents. The samples in this study were 30 respondents drawn at random. Testing and the correlation coefficient of determination showed that the relationship between independent variables and the dependent variable closely and have contributed greatly to the consumer purchasing decisions.  It can be concluded that each of the variables (price, quality of product and promotion) either partially or simultaneously have a significant impact on consumer purchasing decisions at PT. Fastfood Indonesia branch Simpang Mataram Medan. KFC Simpang Mataram should be more transparent in settings the price, improve the quality of products and promotion that so consumer can improve their decision to buy.

JURNAL