PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN TTHEOKBOKKI DI RESTO QUEEN

Abstract

The process of making a purchase decision for a product starts from problem recognition, information search, evaluation of several alternatives, which in turn will create a purchase decision and the formation of post-purchase behavior. It takes effort to apply the marketing concept to observe consumer behavior and the factors that influence purchasing decisions, including product quality, perceived price and service quality. The purpose of this study was to determine and examine the effect of product quality, perceived price and service quality on purchasing decisions. The population in this study were consumers who purchased Tteokbokki at Queen Surabaya. The sampling technique uses non-probability sampling with a total sample of 100 people. The analysis technique uses multiple linear regression. The test results show that product quality, price perception, and service quality are feasible to predict purchasing decisions. The contribution given from the variables to the ups and downs of purchasing decisions is 45.8%. The partial test results show that each variable of product quality, price perception, and service quality has a significant positive effect on purchasing decisions. This condition indicates that the better product quality, perceived price and service quality will further increase the decision to purchase.