Analisis Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Pada Restoran Suka Ramai Kupang

MEAK, Arnoldus Asan (2018) Analisis Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Pada Restoran Suka Ramai Kupang. Undergraduate thesis, Universitas Katolik Widya Mandira.

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Abstract

One of the ways to win the customers in the competitive business is the product quality. the customers take into consideration the quality of product before the purchasing decision. The critical consideration of the customers, enhance the businessman to keep and raise the quality product. The problems statements are as follow 1) What is the description of Product Quality, Price, Promotion and the Purchasing Decisionat Suka Ramai Restaurant? 2) Do the Product Quality, Price, and Promotion partialty influence significantly the Purchasing Decision at Suka Ramai Restaurant? 3) Do the Product Quality, Price, and Promotion simultaneously influence significantly the Purchasing Decision at Suka Ramai Restaurant? The population in this study was people who ever visited this restaurant and its sample was 96 customers. The data collected using a question naire and were analyzed using descriptive and inferential statistics. The results of descriptive statistics indicated that the product quality (72,3%), price (84,7%), promotion (70,06%) and the purchasing decision (83%), were categorized as good . The results of t test showed that the product quality(3,385, sig. 0,001< 0,05), price (–4,000, sig. 0,000 < 0,05),and promotion(2,490, sig. 0,015 < 0,05), partialty had a significant effect on the purchasing decision at suka ramai restaurant. Based on these result it is recommended to the restaurant owner to increased the sale growth by focusing on the important role of the product quality, price, and promotion to raise the number of customers.

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