Keputusan Pembelian Konsumen Gerai Makanan Cepat Saji Ditinjau dari Kualitas Produk, Persepsi Harga dan Iklan
DOI:
https://doi.org/10.21512/becossjournal.v2i3.6659Keywords:
Purchhasing decisions, product quality, price perception, advertisingAbstract
Western fast food restaurant recently becoming a solution in providing meal service for those who are busy, especially for workers, students. Fastfood considered favored for the decent taste and price. This study aims to investigate the customers’ decision on purchasing the product that is much affected by the product quality, perception on price and also advertisments. The data analysis is done for 170 closed questionaire form the McDonalds booth in Jakarta Barat using convience sampling method. The result of descriptive analysis showed that most of the customer visiting the booth is female, students and college students and in between the age of 15-21 years old. The data analysis method and the hypotheses test are utilized by Smart-PLS (Partial Least Square) to find out predictive linear relationship among the variables studied. The testing method is utilizing the Measurement Model (Outer Model) and structural model (inner model). Latent variable relationship test result indicates that prime decision on purchasing is significantly affected by perception on price. In addition, the product quality followed by advertising is significantly affected consumer purchasing decisions.Plum Analytics
References
Alfred, O. (2013). Influences of price and quality on consumer purchase of mobile phone in the Kumasi Metropolis in Ghana a comparative study. European Journal of Business and Management, 5(1), 179-198.
Drummond, K. E., & Brefere, L. M. (2010). Nutrition for Foodservice and Culinary Professionals, 7th Ed.
Fandy, T. (2008). Strategi Pemasaran Edisi ke Tiga (A. Offset (ed.); 3rd ed.).
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2006). Multivariate Data Analysis, 7th Ed.
Harwani, Y., & Pradita, S. (2017). Effect of Brand Image and Perceived Price Toward Purchase Decision in Kentucky Fried Chicken. Journal of Marketing and Consumer Research, 36(1), 13–23.
Imantoro, F., Suharyono, & Sunarti. (2018). Pengaruh Citra Merek, Iklan, dan Cita Rasa Terhadap Keputusan Pembelian: Survei Terhadap Konsumen Mie Instan Merek Indomie di Wilayah Um Al-Hamam Riyadh. Jurnal Administrasi Bisnis, 57(1), 180–187.
Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study of the Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty Ph.D. Scholar in Business Administration. International Journal of Humanities and Social Science, 1(7), 253–260.
Jayanti, R. D., & Zuhri, M. Z. (2017). Analisis Pengaruh Iklan Dan Harga Terhadap Keputusan Pembelian Minuman Teh Pucuk Harum Pada Konsumen De Nala Foodcourt. Jurnal Riset Ekonomi Dan Bisnis, 12(1 Apr), 33–46. https://doi.org/10.26533/eksis.v12i1.78
Kotler, P., & Armstrong, G. (2012). Principles of Marketing, New Jersey.
Kotler, P., & Keller, K. L. (2009). Marketing Management, 13th Ed.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer Behaviour and Marketing Strategy.
Poluan, J. G., Lumintang, G. G., & Untu, V. N. (2016). Pengaruh Periklanan Terhadap Keputusan Pembelian Minuman Coca Cola (Studi Kasus Pada PT. Bangun Wenang Beverage Company Manado). Jurnal EMBA, 4(3), 671–681.
Santoso, I. (2016). Peran Kualitas Produk Dan Layanan, Harga Dan Atmosfer Rumah Makan Cepat Saji Terhadap Keputusan Pembelian Dan Kepuasan Konsumen. Jurnal Manajemen Teknologi, 15(1), 94–109.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour. New Jersey: Prentice-Hall.
Septifani, R., Achmadi, F., & Santoso, I. (2014). Pengaruh Green Marketing, Pengetahuan dan Minat Membeli Terhadap Keputusan Pembelian. Jurnal Manajemen Teknologi, 13(2), 201–218.
Shimp, T. A. (2000). Periklanan dan Promosi Aspek Tambahan Komunikasi Pemasar an Terpadu (5th ed.). Erlangga.
Wahyono. (2019). 5 Restoran Cepat Saji Terbesar di Indonesia. Ekbis.Sindonews.Com. https://ekbis.sindonews.com/read/1439402/34/5-restoran-cepat-saji-terbesar-di-indonesia-1568371831
Downloads
Published
Issue
Section
License
Copyright (c) 2020 Business Economic, Communication, and Social Sciences (BECOSS) Journal
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)