Pengaruh Harga, Promosi Dan Produk Terhadap Keputusan Pembelian Konsumen Pada Restoran Cepat Saji

Authors

  • Dewi Pratiwi Indriasari

DOI:

https://doi.org/10.37721/je.v19i3.25

Abstract

Purchase decision is a decision as a choice of action of two or more alternative options. Every consumer has different wants and choices in choosing a product. Of course there are several aspects that need to be considered consumers to buy products offered, such as price aspects, products in the horse and also can see the promotions offered. Three things that must be considered by the company so that consumers are interested to buy products that are sold. The purpose of this study is to determine the effect of prices, promotions and products on consumer purchasing decisions.The data collection method used in this study used primary data with primary survey method using questionnaire. Based on the results of research conducted by using spss 22 states that prices and products affect the choice of consumers in buying products or services offered, while promotion does not affect the choice of consumers in buying products or services.Keywords: Price, Promotion, Product, Purchase Decision, Marketing

References

A, A, Ayu Putri Widyantari. 2011. Opini Audit Going Concern dan Faktor-Faktor Yang Mempengaruhi: Studi Pada Perusahaan Manufaktur di BEI. Tesis, Program Pasca Sarjana Universitas Udayana.

Assauri, S. 2009, Manajemen Pemasaran Konsep Dasar dan Strategi. Edisi Pertama Penerbit. PT. Raja Grafindo Persada. Jakarta.

Ghozali, Imam. 2006. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Jackson R.S. Weenas. 2013. Kualitas Produk, Harga, Promosi dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Spring Bed Comforta. Jurnal EMBA 607 Vol.1 No.4, Hal. 607-618.

Kotler, P., & Keller, K, L. 2009. Manajemen Pemasaran. Jilid 1. Edisi Ketiga belas. Penerbit Erlangga. Jakarta.

Kotler, Philip, dan Armstrong, 2004, Dasar-dasar Pemasaran, Edisi Kesembilan, PT. Indeks, Jakarta.

Kotler, Philip. 2000. Prinsip-prinsip Pemasaran. Edisi Ketiga. PT. Prenhallindo, Jakarta.

Peter, P, J, & Olson, Jerry, C. 2009. Costumer Behavior, Jilid 2, Edisi Kelima (alih bahasa Damos Sihombing). Erlangga. Jakarta.

Saladin, D. 2008. Manajemen Pemasaran Analisis, Perencanaan, Pelaksanaan, dan Pengendalian. Linda Karya. Bandung.

Winardi. 2010. Kepemimpinan dan Manajemen. PT Rineka Cipta. Jakarta.

Downloads