PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MCDONALD’S DI JALAN S PARMAN SAMARINDA

Abstract

Fast food restaurants have grown rapidly, causing high competition to win consumer interest. Companies are encouraged to think about appropriate ways so that the products they offer can compete in society. There are various ways that companies can use to improve purchasing decisions, including strategies to increase product quality, price and promotion. This research aims to determine and analyze the influence of product quality, price and promotion partially or simultaneously on McDonald's purchasing decisions on Jalan S Parman Samarinda.

This research was conducted only on McDonald's consumers on Jalan S Parman Samarinda. The sample taken was 96 respondents using the purposive sampling method. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1) Product quality has a significant influence on purchasing decisions at McDonald's on Jalan S Parman Samarinda. 2) Price has a significant influence on purchasing decisions at McDonald's on Jalan S Parman Samarinda. 3) Promotion has a significant effect on purchasing decisions for McDonald's on Jalan S Parman Samarinda. 4) Product quality, price and promotion simultaneously have a significant influence on purchasing decisions at McDonald's on Jalan S Parman Samarinda.