Pengaruh Citra Merek, Lokasi dan Kualitas Produk Terhadap Keputusan Pembelian pada Rumah Makan Sop Ayam Mbah Min Klaten Di Jember

Hamidah, Titin (2019) Pengaruh Citra Merek, Lokasi dan Kualitas Produk Terhadap Keputusan Pembelian pada Rumah Makan Sop Ayam Mbah Min Klaten Di Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

Competition in the business world continues to growth, especially in the field of food which makes more restaurants sprung up. One of them is “Sop Ayam Mbah Min Klaten” restaurant in Jember which also feels that there is business competition, therefore research needs to be done regarding the marketing of “Sop Ayam Mbah Min Klaten” Restaurant in Jember. The purpose of this study was to identify and analyze the effect of brand image, location and product quality simultaneously or partially on purchasing decisions and to identify and analyze the dominant variables that influence the purchasing decision at “Sop Ayam Mbah Min Klaten” Restaurant in Jember. The population in this study were consumers who bought food and drinks at the “Sop Ayam Mbah Min Klaten” restaurant in Jember. The samples taken were 40 respondents using accidental sampling techniques and with multiple linear regression analysis techniques. From the test results it can be concluded that (1) simultaneously, the variable brand image, location and product quality have a significant effect on purchasing decisions (2) partially, brand image variables have no significant effect on purchasing decisions, while location variables and product quality have a significant effect on purchasing decisions (3) the variable that has the dominant influence on purchasing decisions is the variable quality of the product.

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