PENGARUH PROMOSI, HARGA, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN Mc DONALD MANYAR KERTOARJO PADA MASYARAKAT UMUM

Abstract

The increasingly advanced development of the business world provides opportunities for the food business. Moreover, many fast – food restaurant in Indonesia cause right competition in their quality and product quality. The researchers chose Mc Donald’s as the research object because it is only fast food restaurant with superior product innovation, namely crispy or kentucky fried chicken and a dessert called mc Flurry which can attract of attention of customers. Therefore, this research animed to find out the effect of promotion, price and product quality on the puchasing decision at Mc Donald’s Manyar Kertoarjo in the public. The population was customers who had purchased Mc Donal’s product at Manyar Kertoarjo. Furthermore, the data were primary. The data collection technique used purposive sampling. The instrument in the data collection technique was a questionnaire. The questionnaire were distributed to 100 respondents as a with SPSS 26 version. The result showed that promotion, price, and product quality had a positive and significant effect on the purchasing decision at Mc Donald’s Manyar Kertoarjo in the public.