Analisis Keputusan Konsumen Terhadap Pembelian Ayam Goreng (Studi Kasus Perusahan X di Kabupaten Jember)

Subagja, Hariadi and Pristiwaningsih, Estin Roso and Sanyoto, Joko Irsan and Prayitno, Agus Hadi (2018) Analisis Keputusan Konsumen Terhadap Pembelian Ayam Goreng (Studi Kasus Perusahan X di Kabupaten Jember). Analisis Keputusan Konsumen Terhadap Pembelian Ayam Goreng (Studi Kasus Perusahan X di Kabupaten Jember), 2 (1). pp. 19-26. ISSN 2579-9479

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Abstract

This research aimed to know consider of consumer to decide of buying fried chicken and to knowthe dominan factor what it influence of buying decisionin x company. The research was conductedat the twooutlets, theywereGajah Mada street Number 74 dan Roxy Square Hayam wuruk street,Jember. The research method used was survey wtih 75 respondents that took by purposivesampling. The data result were analyzed usingmultiple linear regression analysis, F-test, and t-test. The result of analysis showed Y= 3,040-0,103X1 + 0,473X2 + 0,060X3 + 0,133X4 + 1,170X5.That equation means every level of consumer buying decision by X1 (price) equal to-0,103, X2(taste) equal to 0,473, X3 (promotion) equal to 0,060, X4 (life style) equal to 0,133, and X5 (desaininterior) equal to 1,170. The result ofF-test showed that all of variabels has significant.

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