PENGARUH HARGA, PRODUK, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN WINGSTOP

Abstract

One of the marketing strategies used by Wingstop restaurants is the marketing mix of products, prices, promotions and places. This restaurant features its products with various flavors provided. This study aims to examine the effect of price, product, location and promotion on purchasing decisions at Wingstop Intiland Surabaya Branch. The population in this study were visitors at the Wingstop Branch of Intiland Surabaya whose population is not known with certainty, and this research was a sampling technique using purposive sampling technique, the sample used in this study was 100 respondents, the observation period carried out in 2018. The data used in this study is primary data using a questionnaire. The analysis technique used is multiple linear regression analysis. The test results from this study using the model feasibility test shows the results of the model are feasible to use in further testing, while using the t test shows that the price, product, location and promotion variables have a significant and positive effect on purchasing decisions.
Keywords:price , product, location, promotion, buying decision