Pengaruh Produk, Harga, Kualitas Pelayanan, dan Kelompok Acuan Terhadap Keputusan Pembelian Produk Ayam Geprek (Studi Kasus di Ali Fried Chicken Cabang Damarsi Sidoarjo)

Ekawati, Intan Putri (2026) Pengaruh Produk, Harga, Kualitas Pelayanan, dan Kelompok Acuan Terhadap Keputusan Pembelian Produk Ayam Geprek (Studi Kasus di Ali Fried Chicken Cabang Damarsi Sidoarjo). Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to analyze the effects of product, price, service quality, and reference groups on consumers' purchasing decisions for geprek chicken products at Ali Fried Chicken Damarsi Branch, Sidoarjo, both simultaneously and partially, as well as to identify the most dominant variable. This research employed a quantitative method using a survey approach. The sample consisted of 50 consumers selected through an accidental sampling technique, and data were collected using a Likert-scale questionnaire. The data were analyzed using multiple linear regression with IBM SPSS Statistics version 31.0. The results indicate that product, price, service quality, and reference groups simultaneously have a significant effect on purchasing decisions, as evidenced by an F-value of 61.919, which exceeds the F-table value of 2.58, with a significance level of < 0.001. The Adjusted R Square value of 0.833 indicates that 83.3% of the variation in purchasing decisions is explained by the variables included in the model, while the remaining 16.7% is influenced by other factors outside the scope of this study. Partially, product, price, and reference groups do not have a significant effect because their respective t-values are lower than the t-table value of 2.014. In contrast, service quality has a significant effect, with a t-value of 3.585 exceeding the t-table value of 2.014 and a significance level of < 0.001. Service quality is also identified as the most dominant variable, with a standardized beta coefficient of 0.395. Therefore, improving service quality is the primary factor that should be prioritized to encourage consumers' purchasing decisions for Ali Fried Chicken (AFC) products.

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