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All Journal Science and Technology Indonesia MLJ Jurnal Penelitian Pendidikan IPA (JPPIPA) Jurnal Pemberdayaan Masyarakat: Media Pemikiran dan Dakwah Pembangunan Technomedia Journal Dirasah : Jurnal Studi Ilmu dan Manajemen Pendidikan Islam Jurnal Kebidanan Mutiara Mahakam Management and Sustainable Development Journal ELEOS: Jurnal Teologi dan Pendidikan Agama Kristen Jurnal Interpretasi Hukum Journal of Social And Economics Research Berita Kedokteran Masyarakat International Journal of Advanced Multidisciplinary Jurnal Perspektif Arsitektur UPMI Proceeding Series Journal Journal of Management and Informatics Causa: Jurnal Hukum dan Kewarganegaraan Jurnal Akademi Akuntansi Indonesia Padang The International Journal of Medical Science and Health Research Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis journal of social and economic research Outline Journal of Economic Studies Harmonia : Journal of Music and Arts
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Journal : Journal of Management and Informatics

 1 
Analysis of Price and  Product Perceived Bolster Purchase Decision: Study Case in Fast Food Restaurant in East Bekasi Area Rahadjeng , Indra Riyana; Handoko, Melyani; Indrarti, Wahyu; Shaura, Rizkiana Karmelia; Rafik, Ahamd; Daniel; Emita, Isyana; Anwar, Dian Mohamad
Journal of Management and Informatics Vol. 4 No. 2 (2025): August Season | JMI : Journal of Management and Informatics
Publisher : University of Science and Computer Technology

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jmi.v4i2.202

Abstract

The increasing competition among fast food restaurants in urban areas has made consumers more selective in their purchasing decisions, with price and product quality emerging as key determinants. This study aims to analyze the influence of perceived price and perceived product quality on consumer purchasing decisions at Subway fast food restaurants in East Bekasi. A quantitative approach was applied using a structured questionnaire distributed to 50 consumers. Data were analyzed through multiple linear regression and classical assumption testing. The results indicate that price has a significant and positive effect on purchasing decisions, with a regression coefficient of 1.191 and a partial determination coefficient (R²) of 0.750, suggesting that price alone explains 75% of the decision variance. Similarly, perceived product quality also demonstrates a significant positive effect with a coefficient of 0.469 and R² of 0.724. When combined, both variables explain 72.4% of the variance in purchasing decisions, with the F-test result of 91.673 surpassing the critical value of 3.20. These findings suggest that consumers in East Bekasi prioritize both affordability and quality when choosing fast food. This research contributes to the literature by validating the dual importance of economic and experiential value in fast food marketing strategies, especially in highly competitive suburban environments.
Co-Authors Abdul Hakim Abyadi, Syaidil Ahmad, Akiruddin AKHMAD Aloysius Hardoko Andrian, Nopy Andriyanto Adhi Nugroho Anlovsky Antonius Felix Aqil Juniardi, Muhammad Ardian, Muhammad Fadhil Bagaskara, Muhammad Fadhil Baros, Wan Aisyah Chairul Saleh Chairyatna, Muhammad Yanri Citra Jaya Dedy Dewi Anggraeni, Poppy Dhanalvin, Erzhan Dian Mohamad Anwar Djihan Ryn Pratiwi, Djihan Ryn Efna, Desi Elkarima, Naseha Elsje Theodora Maasawet Eva Marliana, Eva Eva, Kemistia Firdaus Hafidz As Shidieq Hadi Wiyono Hairani, Rita Handoko Handoko, Melyani Harlyn L. Siagian Harman Malau Herliani Indra Masmur Isyana Emita Iwan Ramadhan Jehuman, Engelina Suryawaty Juan Matthew Karsten Khosihan, Aan Kusila, Gilbert Renardi Lasih Lelunu, Sapta Lisma Evareny, Mohammad Hakimi, Retna Siwi Padmawati Magdaleni, Agustina Rahayu Makrina Tindangen Maria Angela Siokalang Masmur, Hestina Miftahir Rizqa Muammar Khaddafi Muhammad Agus Hardiansyah Muhammad Fauzan Azhmy Nadhira, Farrasila Negara, Revolusi Shandi Nurhamdi, Muhamad Oktavia, Ayunda Olivia, Nia Ongkowiguno, Cheryl Michaeli Ongkowiguno, Cheryl Michaelia Prajnawita, Disny Pratama, Ichsan Purba, Nelvitia Putri , Kesia Rosalina Putri, Fareta Angelica Ichwana Rachim, Muhammad Hafidz Rafik, Ahamd Rahadjeng , Indra Riyana Ramadhani, Dwi Aryanti Rambitan, Vandalita M. M. Ratnady, Hendita Dyah Revelino, Dedy Rickiany, Liza Ritson Purba, Ritson Rizkiana Karmelia Shaura Rizkianti, Wardani Rosalia, Alderina Ruga, Ritbey Saibun Sitorus Sangalang, Indrabakti Sarto Saskia Saut, Benjamin Simanjuntak, Nova Lady Steven Jonathan Salim Subur P Pasaribu Sulistiawati Suriyanisa Sylvia Wahyu Indrarti Yusak Hudiyono, Yusak