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Pengaruh produk, harga, lokasi dan pelayanan terhadap keputusan pembelian konsumen di Restoran Bebek Pak Janggut Food Festival – Pakuwon City Surabaya
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ABSTRAK
On Purchasing Decision, Consumer consider various variables. On the previous research showed that purchasing decision influenced by product Price, Promotion, Location, Service. On this research, it is suspected that the purchasing decision is influenced by Product, Price, Promotion, Location, Service and using data that required from 100 respondent of Restaurant Bebek Pak Janggut Food Festival – Pakuwon City Surabaya, The purpose on this research is to know the simultaneous , partial and dominant influences of Product, Price, Promotion, Location, Service variabels toward the purchasing decision of consumer of Restaurant Bebek Pak Janggut Food Festival – Pakuwon City Surabaya.
The statistics tool that using on this research is Multiple Linear Regression Analysis with SPSS version 12 for windows. The Hypotesis on this research is to know simultaneous, partial, and dominant influences of Product, Price, Promotion, Location, Service variabels towards the purchasing decision of consumer of Restaurant Bebek Pak Janggut Food Festival – Pakuwon City Surabaya. From all hypothesis, one hypothesis is proven that is product is the dominant influence towards the purchasing decision of consumer of Restaurant Bebek Pak Janggut Food Festival – Pakuwon City Surabaya
Thus, the conculasions of this research is Produc, Price,Promotion ,Location ,Service simultaneously influential with the F value of 6,419 which is higher than Ftable of 2,29. They are also partialy influential because Product variable (X1 ) has a tvalue of 3,144 which is higher than ttable of 1,985, Price variable (X2 ) has a tvalue of -0,242 which is smaller than ttable 1,985, Variabel Promosi (X3 ) has a tvalue of 1,07 which is smaller than ttable 1,985 ,Locationvariable (X4 ) has a tvalue of 3,039 which is higher than ttable of (1,985) , dan Service variable (X5) has a tvalue of 0,700 which is smaller than ttable of 1,985 towards the purchasing Decision Of Consumer of Restoran Bebek Pak Janggut Food Festival – Pakuwon City Surabaya .The dominant influential variable found in this research is Product with the highest value of standardized coefficient-beta that is 0,310. This is means that in the food business, especially restaurant, consumers hughly consider the product or name of the restaurant.
Sherly Aprilliana (1111027) - Personal Name
2014
Sk. Eko Apr 178 2014
Sk. Eko Apr 178 2014
Text
Indonesia
Universitas Widya Kartika
2014
Surabaya
xv, 98 hal; 29cm
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