ANALISA PENGARUH KERAGAMAN MENU, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN USAHA KULINER MANALAGI TROPODO

Abstract

This research aimed to find out the effect of menu variety, price and brand image on consumers’ buying decision of Manalagi culinary, Tropodo. The research was quantitative, Moreover, the data were taken from respondents’ answers. While, the population was consumers who had bought at Manalagi culinary, Tropodo with unlimited numbers. Furthermore, the data collection technique used purposive sampling in which the sample was based on criteria given. In line with, there were 135 respondents as the sample. Additionally, the data analysis technique used multiple liniear regression. The testing’s instruments used validity and reliability test with SPSS 17. The research result showed that multiple linear regression was properly used and questionnaires were valid and reliable. Meanwhile, from hypothesis test, it concluded that menu variety had a positive and significant effect on consumers’ buying decision. Likewise, price had a positive and significant effect on consumers’ buying decision. Similarly, brand image had a positive and significant effect on consumers’ buying decision.
keyword: menu variety, price, brand image, buying decision