PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN AYAM GORENG CRISPY (STUDI PADA DYNES FRIED CHICKEN CABANG KALIASIN SURABAYA)

Abstract

This research aimed to examine the effect of product quality, price and promotion on consumers’ buying decisions of crispy fried chicken (A Study of Dynes Fried Chicken branch of Kaliasin, Surabaya). The population was consumers of crispy fried chicken of Dynes Fried Chicken. Moreover, the data collection technique used accidental sampling. In line with that, there were 100 respondents as the sample. Furthermore, the data were primary, which were taken from consumers’ questionnaires. Additionally, the data analysis technique used multiple linier regression. The research result concluded that the classical assumption test which, through normality test, multicollinearity test, and heteroscedastic test, showed that all variables used did not go against the criteria given. Meanwhile, the result of a proper model test which, through F-test and determination coefficient, the regression model was properly used. In addition, from hypothesis test result, it concluded that product quality, price and promotion had a significant effect on buying decisions.