PENGARUH HARGA,PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK BURGER KING DI PLAZA SURABAYA

Abstract

Along with the times, fast food restaurants are in great demand by various special groups in the country of Indonesia. Burger King is one of the fast food restaurants in the city of Surabaya, which had received bankruptcy from 1998 and rose again in 2007 to be able to compete with other fast food restaurants. Promotions, prices, promotions and locations for purchases on Burger King products at Plaza Surabaya. The samples were determined using accidental sampling. with 100 respondents. The analytical method used is multiple linear regression which is processed with SPSS 24 application. The results of the model feasibility test show that price, promotion, simultaneously have a significant influence on purchasing decisions. Whereas location does not need to be significant based on the results of hypothesis testing about the price of a positive and significant relationship to purchasing decisions. Positive and significant promotion of purchasing decisions. Location is not significant to the purchase decision.
Keywords: price, promotion, location, and purchase decision