PENGARUH HARGA, KUALITAS PRODUK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN BURGER KING

Abstract

As the time goes by, Fast Food restaurants are in great demand by various groups, especially in Indonesia. Burger King, which hand ever experienced bankruptcy as a result of the recession in 1998, became one of the Fast Food restaurant in Surabaya that rose again in 2007, This meant, they were able to compete with other Fast Food restaurant. Therefore, this research aimed to examine the effect of price, product quality, and advertisement on buying decision of Burger King Products, Plaza Surabaya. The research was quantitative. While, the data collection technique used non-probability sampling, in which each elements in population did not have the same opportunity to be selected as sample. Moreover, each sampling used accidental sampling. In line with, there where 98 respondents as sample. Furthermore, the data analysis technique used multiple linier regression with SPSS 23. The research result, from proper model test, concluded price, product quality, and advertisment had simultaneously and significant effect on buying decision. In addition, based on the result of hypothesis test, it concluded price had positive and significant effect on buying decision. Likewise, product quality had positive and significant effect on buying decision. Similar to price and product quality, advertisement had positive and significant effect on buying decision.
Keywords: price, product quality, advertisement, buying decision.