Analisis Permintaan Masyarakat Terhadap Pizza Hut Di Lippo Plaza Kota Kupang

ANYEL, Maria Febriani Nona (2019) Analisis Permintaan Masyarakat Terhadap Pizza Hut Di Lippo Plaza Kota Kupang. Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

The purpose of this study was (1) to determine the effect of price, income and the number of family members partially on the demand for Pizza Hut in Lippo Plaza Kupang (2) to determine the effect of price, income and the number of family members simultaneously on the demand for Pizza Hut in Lippo Plaza Kupang. This research uses Quantitative Data, a type of data that can be measured or calculated directly, in the form of information or explanation stated by numbers or in the form of numbers. Source of data that used in this study is primary data using list of questions with a significant level of 5%. There were 60 samples in this study and then used eviews 10 and analyzed by using inferential statistical techniques with four tests, classical assumption test, multiple linear regression analysis, hypothesis testing and coefficient of determination analysis (R2 ). The results of this study obtained variable prices, income and the number of family members simultaneously influencing the demand for Pizza Hut at Lippo Plaza Kupang. The price partially has a negative and insignificant effect on the demand of Pizza Hut at Lippo Plaza Kupang. While income variable partially has a positive and significant effect on the Pizza Hut demand variable. The number of family members partially has a positive and insignificant effect on the variable demand for Pizza Hut Lippo Plaza Kupang. Pizza Hut Lippo Plaza it self also has a big influence on the community because with the existence of the restaurant, people can experience typical foods from other countries. With the Results of the Determination Coefficient Goodness of fit test (R2) of 0.655685 or 65.56% Dependent Variables (Pizza Requests) can be accepted by the variable variable Price (X1), Income (X2) Number of family (X3). While 34.44% were accepted by variable variables which were not included in this study. With the result of this study it is recommended that employees at the Pizza Hut Restaurant Lippo Plaza Kupang be able to improve the quality of service provided to visitors because consumer convenience is very important and influences the demand of Pizza Hut. In addition to setting and raising prices, the company must also look at the economic situation of the people of Kupang.

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