ANALISIS PENGARUH HARGA, KUALITAS PELAYANAN, PROMOSI, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA AYAM GEPREK JUARA CABANG MADIUN

Yohan Indah Rahmawati, Hari Purwanto, Dian Citaningtyas Ari Kadi

Abstract


In 2018 a viral found , namely “ Ayam Geprek”, due to the virality of this menu, many competitors appeared with the same product. Business people musknow what consumers can consider in purchasing decisions so they don’t lose to competitors with the same product. This study aims to analyze the effect of price, service quality, promotion, anda brand image on purchasing decisions of the Ayam Geprek Madiun. This study uses a qualitative approach. The population of this study were 390 cosumers of Ayam Geprek Juara trought a questionnaire. The sample collection technique uses a purposive sampling technique. Methods of data analysis in this stufy using multiple linier regredression analysis using the SPSS version 23 program. Data analysis was perfomed using the classical assumption test, multiple linier regression test, t test, and f test. The results showed that, Price, Quality of service, and Promotion has a significant effect on Purchase Decision of Ayam Geprek Juara. Brand Image does not significantly influence the Purchasing Decision of Ayam Geprek Juara. Price, Quality of Service, Promotion, and Brand Image have a signifanct effect on the Purchase Decision of Ayam Geprek Juara simultaneously.

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