THE EFFECT OF PRICE PERCEPTION, QUALITY PERCEPTION, AND LOCATION ON PURCHASE DECISIO

I Made Bagus Dwiarta, Riza Wahyu Ardiansyah

Abstract

Today's business development is getting more crowded, and it makes people unable to fulfill their personal wants and needs. In fulfilling human food needs, we are faced with many choices, one of which is fast food. The choice to buy fast food is inseparable from outlet management efforts to provide satisfaction to its customers. This study aims to analyze the effect of perceived price, perceived quality, and location on purchasing decisions at BFC Duo Buduran Sidoarjo. The analytical method used is multiple regression. The population in this study were all consumers of BFC Duo Buduran Sidoarjo with a sample of 119 respondents. The technique used for sampling is incidental sampling. The results showed that partially the price perception, perceived quality, and location had a significant and positive effect on purchasing decisions at BFC Duo Buduran Sidoarjo.

Full Text:

PDF

References

Aaker, David A. 2013. Manajemen Pemasaran Strategi. Edisi kedelapan. Salemba Empat. Jakarta.

Badan Pusat Statistik. 2018. Data Sensus http://sidoarjokab.bps.go.id/brs.html

Bitner, M. J. dan Zeithaml, V. A. 2012. Service Marketing. Tata McGraw Hill, New Delhi.

Cahyadi, Imam Febri. 2014. Pengaruh Persepsi Harga, Atribut Produk dan Persepsi Resiko Terhadap Keputusan Pembelian Susu Formula (Studi Pada Konsumen Susu Formula SGM di Kota Yogyakarta). Universitas Negeri Yogyakarta.

Ferdinand, A. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.

Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23, Edisi 8. Universitas Diponegoro, Semarang.

Iglesias, M.P. and Guillen, M.J.Y. 2004. Perceived Quality And Price: Their Impact On The Satisfaction Of Restaurant Customers. International Journal of Contemporary Hospitality Management. Volume 16 No 6. https://doi.org/10.1108/09596110410550824

Khasanah, Imroatul, 2013. Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Mie Instan Sedaap Di Semarang. Jurnal Dinamika Manajemen Fakultas Ekonomi, Universitas Diponegoro, ISSN : 2337-5434, Volume 4, No 1. https://journal.unnes.ac.id/nju/index.php/jdm/article/view/2427

Kotler dan Amstrong. 2008. Manajemen Pemasaran. Jilid I. PT Indeks. Jakarta

--------------------------. 2012. Prinsip-Prinsip Pemasaran. Edisi 13. Jilid 1. Jakarta. Erlangga.

--------------------------. 2014. Principle of Marketing, 15th Edition, Pearson Prentice Hall, New Jersey.

Lupiyoadi, Rambat. 2013. Manajemen Pemasaran Jasa. Edisi Ketiga. Jakarta: Salemba.

Schiffman, L. & Kanuk, L.L. 2018. Perilaku Konsumen. Edisi 7. PT Indeks. Jakarta

Sugiyono. 2015. Metode Penelitian Manajemen. Bandung : Alfabeta

Suhalipan. 2018. Pengaruh Lokasi Terhadap Repurchase Intention Melalui Promosi di Sentra Wisata Kuliner Dukuh 96 Menanggal Surabaya, Universitas PGRI Adi Buana Surabaya.

Tjiptono, Fandy. 2006. Manajemen Jasa. Edisi Pertama. Andi : Yogyakarta.

--------------------. 2015. Strategi Pemasaran. Edisi 4. Andi : Yogyakarta.

Widyastutir, Sri & Said, M. 2017. Consumer Consideration in Purchase Decision of SPECS Sports Shoes Product through Brand Image, Product Design and Price Perception. International Journal of Supply Chain Management. Vol. 6(4), December 2017. https://ojs.excelingtech.co.uk/index.php/IJSCM/article/view/1809/980

Refbacks

  • There are currently no refbacks.