PENGARUH INOVASI PRODUK, PROMOSI, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN NASI GORENG 69

  • Raka Prathama Anugrah Dirgantara
  • Mashariono Mashariono
Keywords: product innovation, promotion, location, buying decision

Abstract

In this modern era, mostly people prefer to have Fast Food either for their daily consumption of family culinary tourism. Therefore, this research aimed to find out the effect of product innovation, promotion, and location on customers’ buying decision of Fast Food outlet (69 Fried Rice) at Royal Plaza. The research was quantitative. While, the data were primary. Moreover, the population was customers who had ever eaten at 69 Fried Rice Royal Plaza. Furthetmore, the data collection technique used non-probability sampling with questionnaires as the instrument. In line with, there were 98 respondents as sample. In addition, the data analysis technique used multiplier linear regression with SPSS (Statistic Prooduct and Service Solution). The research result concluded innovation had negative and significant effect on customers’ buying decision. Likewise, product, promotion, as well as location had negative and significant effect on customers’ buying decision of Fast Food outlet (69 Fried Rice) at Royal Plazza.
Keywords: product innovation, promotion, location, buying decision

Published
2021-02-22