PENGARUH HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MC DONALD’S BASUKI RAHMAT SURABAYA

Abstract

The development of the culinary business from time to time makes the competition increasingly fierce. The number of fast food restaurants that have sprung up makes Mc Donald's have to be able to innovate on Mc Donald's products. This research aimed to find out the effect of price, promotion, and location on the purchasing decision at Mc Donald’s Basuki Rahmat Surabaya. This research used the comparative causal method. Furthermore, the research data source used primary data. Meanwhile, the research population used customers who have ever purchased the product of Mc Donald’s Basuki Rahmat Surabaya. In this research, the sample collection technique used accidental sampling, as the number of population was unknown precisely, the Lemeshow formula was used. In line with that, there were 100 respondents as the sample. The research analysis method used multiple linear regression analysis with SPSS program 23. The research hypothesis test indicated that price had a significantly positive effect on the purchasing decision, the promotion had a significantly positive effect on the purchasing decision and location did not significantly affect the purchasing decision of Mc Donald’s Basuki Rahmat Surabaya