PENGARUH HARGA, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA RICHEESE FACTORY MANYAR SURABAYA

Abstract

As development in the business world is highly increased and there are many fast food restaurants in
Indonesia, Food businesses compete with each other in order to maintain their quality products.
Richeese Factory is the only fast food restaurant with innovation in their product, namely crispy fried
chicken wrapped up with spicy ketchup and cheese. Many consumers are attracted as they are more
selective and accurate in choosing products, especially when it compares to other fast food
restaurants. Therefore, this research aimed to find out the effect of price, service quality, and product
quality on buying decisions of the Richeese Factory, Surabaya Manyar. The research was causal.
The sample was consumers who had bought products at Richeese Factory, Surabaya Manyar.
Moreover, the data were primary. Furthermore, the data collection technique used purposive
sampling. Additionally, the instrument in data collection technique used questionnaires, which were
distributed to 100 respondents as the sample. In addition, the data analysis technique used multiple
linear regression with SPSS 25. The research result concluded that price as well as service quality
had a positive and significant effect on buying decisions. On the other hand, product quality had a
negative and significant effect on buying decisions.