The Influence of Price, Location and Service Quality on Purchasing Decision at Fried Chicken & Ayam Geprek Wong Nganjuk
DOI:
https://doi.org/10.29407/h2xs9f69Keywords:
Price, Location, Service Quality, Purchasing Decision, Culinary BusinessAbstract
Research aim : This reserach aims to determine the influence of price, location, and service quality on consumer decisions to purchase Fried Chicken & Ayam Geprek Wong Nganjuk products.
Design / Method / Approach : This research applies a quantitative method with a focus on causality. The population analyzed is all customers who come to Fried Chicken & Ayam Geprek Wong Nganjuk whose number is unlimited. From this population, this study took a sample of 40 respondents through a random sampling technique (accidental sampling). Data were gathered through the use of a questionnaire. To analyze the data, this study applied the classical assumption test, multiple linear regression, determination coefficient test, and hypothesis testing using SPSSv23.
Research Finding : The findings of research statement states that price, place, and service quality have a significant positive influence on purchasing choices at Fried Chicken & Ayam Geprek Wong Nganjuk.
Theoretical contribution / Originality : This research focuses on an in-depth understanding of how price, location and service quality together influence consumers' influence how consumers make purchasing decisions. This study investigates the complex relationships between these three variables to shape consumer preferences and influence their purchasing decision.
Practitionel / Policy implication : This study has practical implications for Fried Chicken & Ayam Geprek Wong Nganjuk in encouraging increased purchasing decisions.
Research limitation : This research has limitations that may influence the results and generalization of research at Fried Chicken & Ayam Geprek Wong Nganjuk is that this research only focuses on the Fried Chicken & Ayam Geprek Wong Nganjuk business, so the results obtained do not necessarily reflect conditions in similar businesses in other areas
References
[1] Ezizwita E, Sukma T. Dampak Pandemi Covid-19 Terhadap Bisnis Kuliner Dan Strategi Beradaptasi di Era New Normal. J Ekon Dan Bisnis Dharma Andalas 2021;23:51–63. https://doi.org/10.47233/jebd.v23i1.169.
[2] Setyani AD, Aliami S, Hakimah EN. Pengaruh Kualitas Produk, Promosi, dan Store Atmosphere Terhadap Keputusan Pembelian (Studi Khasus Pada Kedai Ayam Geprek" Takhasiena" Kecamatan Kertosono-Kabupaten Nganjuk). Semin Nas Manajemen, Ekon Dan Akunt 2021;6:464–70.
[3] Tjiptono F, Diana A. Pemasaran. Yogyakarta: Andi; 2020.
[4] Kotler P, Armstrong G. Prinsip-prinsip Marketing. Jakarta: Salemba Empat; 2018.
[5] Kotler P, Armstrong G. Prinsip-Prinsip Pemasaran. Jakarta: Erlangga; 2019.
[6] Kotler P, Keller KL. Marketing Management. 15th ed. England: Person Prentice Hall; 2016.
[7] Tjiptono F. Strategi Pemasaran. Yogyakarta: Andi; 2015.
[8] Jamal A, Busman SA. Pengaruh Cita Rasa Dan Lokasi Terhadap Keputusan Pembelian Ayam Geprek Junior Cabang Pekat Di Kabupaten Sumbawa. J Manaj Dan Bisnis 2021;4:27–34. https://doi.org/https://doi.org/10.37673/jmb.v4i2.1301.
[9] Tjiptono F. Strategi Pemasaran Jasa (Prinsip, Penerapan, dan Penelitian). Yogyakarta: Andi; 2019.
[10] Kotler, Keller. Buku Prinsip Prinsip Pemasaran. 13th ed. Jakarta: Erlangga; 2020.
[11] Afifi FF, Widodo A. Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen pada Restoran Aroma Kitchen Kota Padang. Ekon J Econ Bus 2021;5:481. https://doi.org/10.33087/ekonomis.v5i2.350.
[12] Tua GVM, Andri, Andariyani IM. Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Mesin Pompa Air Submersible Dab Decker Di Cv. Citra Nauli Electricsindo Pekanbaru. J Ilm Multidisiplin 2022;1:140–54. https://doi.org/10.56127/jukim.v1i04.266.
[13] Biantoro R, Manajemen F, Ciputra U. Pengaruh Lokasi dan Harga Terhadap Keputusan Pembelian Produk Martabak BAPR 2021;6. https://doi.org/https://doi.org/10.37715/jp.v6i1.1911.
[14] Pitaloka DA, Juliandara L. Pengaruh Lokasi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Air Minum Isi Ulang Depot Malaka Jaya Plast, Kec. Cabangbungin, Kab. Bekasi. J Ilm Manajemen, Ekon Akunt 2024;8:873–91. https://doi.org/10.31955/mea.v8i1.3659.
[15] Tuhumena MYJ, Soeprajitno ED, Kurniawan R. Pengaruh Digital Marketing, Word Of Mouth dan Kualitas pelayanan terhadap Keputusan pembelian Onde-onde Bu Susi. Simp Manaj Dan Bisnis 2024.
[16] Putri WM, Dewi AF. Pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan pembelian Konsumen Pada CV. Graha Honda Cabang Martubung. J Widya 2024;5. https://doi.org/10.54593/awl.v5i1.319.
[17] Sugiyono. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta; 2020.
[18] Janna NM, Herianto. Konsep Uji Validitas dan reliabilitas Dengan menggunakan SPSS 2021. https://doi.org/https://doi.org/10.31219/osf.io/v9j52.
[19] Sholihah SM, Aditiya NY, Evani ES, Maghfiroh S. Konsep Uji Asumsi Klasik Pada Regresi Linear berganda. J Ris Akunt Soerdiman 2023. https://doi.org/https://doi.org/10.32424/1.jras.2023.2.2.10792.
[20] Purba DS, Tarigan WJ, Sinaga M, Tarigan V. Pelatihan Penggunaan Software SPSS Dalam Pengolahan Regressi Linear Berganda Untuk Mahasiswa Fakultas Ekonomi Universitas Simalungun Di Masa Pandemi Covid 19. J Karya Abdi Masy 2021. https://doi.org/https://doi.org/10.22437/jkam.v5i2.15257.
[21] Wirawan AD, Soeprajitno ED, Meilina R. Pengaruh media Sosial, Harga dan Lokasi terhadap Keputusan Pembelian di Toko Legian Nursery. Simp Manaj Dan Bisnis 2023;2.
[22] Suparianto A, Widodo MW, Kusumaningtyas D. Analisis Pengaruh Kualitas Pelayanan, Lokasi dan Promosi Terhadap Keputusan Pembelian Produk Broden screen Printing. Semin Nas Manajemen, Ekon Dan Akunt 2021;6.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Puspitasari Erliana Putri, Rony Kurniawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
