Analysis of Price, Product Quality and Location on Purchasing Decisions (Case Study at D'Top Chicken & Burger, Responsibility Branch)

Dwi Ariyanti Barkah, Indah Dewi Mulyani, Yenny Ernitawati, Nur Afridah

Abstract


D'Top Chicken & Burger is a franchise business operating in the fast food sector that sells processed food products. Made from fried chicken, it can be combined with other menus. This study aims to analyze the effect of price, product quality and location on purchasing decisions and what factors influence purchasing decisions at D'Top Chicken & Burger, Keuntungan Branch. The approach used in this research is a quantitative approach. Data collection techniques were carried out using observation, interviews, questionnaires, documentation and literature study. The sample determination technique used nonprobability sampling, with incidental sampling, obtaining 100 respondents. The statistical analysis techniques of this research include validity test, reliability test, classic assumption test, t test, F test, coefficient of determination (R2), and multiple linear regression analysis with the help of SPSS. The results in this study show that price has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions, location has a negative and insignificant effect on purchasing decisions. D'Top Chicken & Burger, Kenggungan Branch, pays more attention to places of business such as expanding parking lots and supporting infrastructure to create a sense of comfort.

Keywords


Price, Product Quality, Location, Purchase Decision

Full Text:

XML PDF

References


Afifah, A., Setiadi, R., Mukson, M., Fitralisma, G., Ikhwan, S., & Kumala, FD (2021). Analysis of the Effect of Customer Satisfaction Through the Quality of Guava Leaf Glutinous Tape Products. Journal of Economics and Management (JECMA), 1 (02).

Annahdy, MA (2019). Effect of Product, Price, Location and Promotion on Purchasing Decisions at D&D Chicken and Burger Sumobito Jombang. Journal of Business and Innovation Management, 2 (1), 1–18. https://doi.org/10.33752/bima.v2i1.116

Arikunto, S. (2013). Research Procedures A Practical Approach . PT. Rineka Cipta.

Cynthia, D., Hermawan, H., & Izzuddin, A. (2022). The Influence of Location and Service Quality on Purchasing Decisions. Journal of Human Resource Management, Administration and Public Service, 9 (1), 104–112. https://doi.org/10.37606/publik.v9i1.256

Ekasari, R., & Putri, TA (2021). The Influence of Service Quality, Price Perceptions, and Location on Consumer Purchasing Decisions. Journal of the Faculty of Economics and Business Umaha, 3 (2), 266–277. https://doi.org/10.51804/iej.v3i2.937

Elmiliasari, DF (2020). The Influence of Price and Product Quality on the Decision to Purchase Fried Chicken at Rocket Chicken Bandar, Kediri City. Journal of At-Tamwil: Islamic Economic Studies, 2 (1), 66–83. https://doi.org/10.33367/at.v2i1.1128

Erniwati, & Adnin, A. (2019). The Influence of Product Quality, Price and Location on Shoe Purchasing Decisions at the D'Truuf Cimparuh Store Kota Pariaman. Journal of Management and Accounting, 1–23.

Halim, A., Djaelani, AK, & Anwarudin, MK (2023). The Influence of Product Quality, Price and Location on Purchasing Decisions (Study at Tlogomas Indonesian Ice Tea Cafe, Malang City). Journal of Management Research, 12 (01), 816–827.

Hutagalung, YM, & Waluyo, HD (2020). The Influence of Product Quality, Service Quality and Price on Purchasing Decisions (Case Study of Benteng 2 Banyumanik Coffee. Journal of Business Administration, 9 (3), 209–215.

Imanulah, R., Andriyani, I., & Melvani, FN (2022). The Influence of Store Image, Product Variants, and Location on Purchasing Decisions at Pancious SOMA Palembang Restaurant. Scientific Journal of Economics and Business, 10 (1), 285–295. https://doi.org/10.37676/ekombis.v10i1.1743

Indriati, E., Veronica, A., Sibarani, M., Studi, P., Sekolah, M., Ilmu, T., Harapan, E., & Bandung, B. (2022). The Influence of Product Quality, Price and Brand Ambassador on the Decision to Purchase Lipstick Products at Madame Gie Official Shop on the Shopee Marketplace. Journal of Economics and Management (JECMA) , 4 (2), 50–62.

Khoiriyah, R., & Utomo, SB (2021). The Influence of Product Quality, Price, Promotion and Location on Honda Beat Purchase Decisions (Case Study in the Wadungasri Sidoarjo Community). Journal of Management Science and Research , 10 (03), 1–17.

Mardiasih, TS (2019). The Influence of Price Perceptions, Product Quality, and Location on Purchasing Decisions in the Market. Journal of Management, 2 (1), 1–10. https://doi.org/10.51804/iej.v2i1.546

Maulana, DA, Riono, SB, Yulianto, A., & Syaifulloh, M. (2022). The Influence of Price and Product Completeness on Consumer Purchasing Decisions (Case Study of Toko Ato Losari). Professional Journal of Economics and Business, 1 (4), 1–11.

Mulyani, ID, & Kristina, A. (2018). The Influence of Market Prices on Seaweed Production in Brebes City (Case Study in Randusanga Village, Brebes City). Proceedings of the 5th FP National Seminar, 71–76.

Murdiono, Syaifulloh, M., Setiadi, R., Roni, & Ikhwan, S. (2019). The Influence of Marketing Mix, Service Quality and Brand Image on Piston Product Purchasing Decisions. Journal of Economics and Management (JECMA), 1 (1), 72–82.

Nugroho, NE (2022). The Influence of Price, Location and Product Quality on Libom Secondthrift Store Purchasing Decisions. Journal of Management Science and Research , 11 (12).

Polla, FC, Mananeke, L., & Rita N Taroreh. (2018). Analysis of the Influence of Price, Promotion, Location and Service Quality on Purchasing Decisions at PT. Indomaret Manado Unit Jalan Sea . 6 (4), 3068–3077.

Pristiawan, HE, Mariah, M., & Bahasoan, S. (2022). The Influence of Product Quality, Price and Location on Purchasing Decisions for Bakso Granat Malang Indah. Management, 3 (1), 52–63. https://doi.org/10.37476/nmar.v3i1.2865

Rachman, D., & Hadmar, HAS (2018). Analysis of the Influence of Location, Price, Promotion, Product Quality and Service Quality on Food Purchasing Decisions at Beji Depok's California Fried Chicken (CFC) Restaurant. Ambos. Staff. Gunadarma. Ac. Id .

Rahmadani. (2021). The Effect of Price, Location and Product Quality on Consumer Decisions in Buying a Home (Case Study at Cempaka Putih Housing, HZ Group Medan) . https://doi.org/10.25134/equi.v18i1.3498

Rofiq, A., & Hufrom, M. (2018). The Influence of Product Quality, Price and Location on Purchasing Decisions at the Powernoise Store (Case Study of Powernoise Store Malang Consumers). Journal of Management Research, 152–167.

Sari, DY, Tjahjaningsih, E., & Hayuningtias, KA (2018). The Influence of Product Quality, Perceived Price, Promotion and Location on the Purchase Decision Process of Good Brand New Camphor (Study on Consumers of Giant BSB Semarang). Journal of Joint Proceedings, 677–683.

Sari, U., Sucipto, H., & Ernitawati, Y. (2022). The Influence of Product Quality and Price on Salted Fish Sales Volume During the "Covid 19" Period in Losari District. Scientific Journal of Management and Entrepreneurship , 1 (3), 400–409.

Silaban, SE, Elisabeth, E., & Sagala, R. (2019). The Influence of Promotion, Price and Product Innovation on Purchasing Decisions at Kentucky Fried Chicken (Kfc) Simpang Mataram Medan. Journal of Accounting & Finance Research, 5 (2), 209–228. https://doi.org/10.54367/jrak.v5i2.534

Suari, MTY, Telagawathi, NLWS, & Yulianthini, NN (2018). The Effect of Product Quality and Promotion on Purchasing Decisions. Krisnadwipayana Journal of Business Management, 6 (3), 26–33. https://doi.org/10.35137/jmbk.v6i3.220

Sugiyono. (2019). Quantitative Qualitative Research Methods and R&D . CV. Alphabet.

Sukron, A., Fasochah, & Hariyanto, A. (2021). Analysis of the Influence of Product Quality, Price and Location on Purchasing Decisions (Study at Cheap Beringin Padang Restaurants). Journal of Dharma Ekonomi , 28 (54), 40–48.

Sulistianingsih, I. (2020). The Influence of Brand Image, Product Quality and Social Class on Purchase Decisions for BOG Beauty Products in Pati Regency . Holy State Islamic Institute.

Suryati, & Nur Rahmat, Z. (2020). The Influence of Product Quality, Price and Location on Food Purchasing Decisions at Super Chicken Restaurant in Jambangan, Kedawung District, Sragen Regency. Journal of Research and Scientific Studies , 18 (4), 291–297.

Susilo, MA, Ikhwan, S., & Riono, SB (2022). The Influence of Distribution Channels and Prices on Purchasing Decisions for Cleo Water Products. Gemilang: Journal of Management and Accounting , 2 (3), 102–114.

Widodo, PR (2021). The Influence of Service Quality, Product Quality, Price, and Location on Purchasing Decisions at the Nirwana Ponorogo Photocopy Shop).

Wulansari, R. (2019). The Influence of Location, Product Quality, Employee Service Quality on Purchasing Decisions in Shopping Centers. 2 (1), 68–80.

Yenny Ernitawati, GF (2021). Analysis of the Influence of Gender, Motivation, and Financial Literacy in the Sandwich Generation on Investment Intentions. Journal of Proaction, 8 (2), 611–620.

Zuhro, Z. (2022). The Influence of Product Quality, Price and Promotion on Consumer Purchasing Decisions of Crispy Fried Chicken (Study at Dynes Fried Chicken, Kaliasin Branch, Surabaya). Journal of Management Science and Research, 11 (9), 1–19.




DOI: http://dx.doi.org/10.22441/indikator.v8i1.23036

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Indikator: Jurnal Ilmiah Manajemen dan Bisnis

INDIKATOR
Magister Manajemen Universitas Mercu Buana
Jl. Raya Kranggan No. 6 Jatisampurna, Kampus D Universitas Mercu Buana 17436
Tlp./Fax: +62218449635
p-ISSN: 2598-6783
e-ISSN: 2598-4888
http://publikasi.mercubuana.ac.id/index.php/indikator

 


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

View My Stats