ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PELANGGAN MELAKUKAN PEMESANAN CATERING

Abstract

This research is meant to find out the influence of product quality (flavor), price, brand, and service
quality to the customer order at “Hidayah” catering, both partially and simultaneously. The respondents
are 94 respondents which have been selected by using non-probability sampling. The analysis technique
has been done by using multiple linear regressions. It has been found from the hypothesis test, that
partially quality product (flavor) and service quality variables have influence to the customer order.
Meanwhile, price and brand variable do not have any influence to the customer order. It has been proven
by the result of the t test which shows product quality (flavor) and service quality variables have
significance value under 0.05 which is 0.000, meanwhile price and brand variable have significance value
is t > 0.05, which is 0.134 and 0.489. It has been found from the result of hypothesis test that
simultaneously product quality (flavor), price, brand and service quality have simultaneous influence to
the customer order. It has been proven by the result of F test has F count 80.732 and its significance value
is 0.000.

Keywords: Product Quality (Taste), Price, Brand, Service Quality and Customer Order