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All Journal Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis
nadia benita putri
universitas ciputra
Decision Sciences, Operations Research & Management

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ANALISA PENGARUH PRODUCT, PRICE, PLACE, DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN AYAM GORENG ECHO: The Effect of Product, Price, Place, and Promotion on Purchas Decision at ‘Ayam Goreng’ Echo Restaurant. nadia benita putri
Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Vol. 7 No. 3 (2022): Performa
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jp.v7i3.2914

Abstract

This research is done to find out the effect of product, price, place, and promotionon purchasing decisions at ‘Ayam Goreng’ Echo restaurant. This research is quantitativeresearch. This research sample is taken by using a non-probability sampling technique. Thetype of non-probability sampling that is selected is purposive sampling. Analysis method thatis used is multiple linear regression analysis. Data source in this research is primary data thatis obtained by distributing 140 questionnaires to customers of ‘Ayam Goreng’ Echorestaurant who have done purchase at least once in the last three months. The results of dataanalysis show that product, price, and promotion partially affect significant on purchasedecision at ‘Ayam Goreng’ Echo restaurant, while place does not affect significant. The resultof determination coefficient shows that product, price, place, and promotion can influence85.7% of purchase decision. The result of this research provides practical implication for themanagement of ‘Ayam Goreng’ Echo restaurant regarding the importance of 4P marketingmix so that marketing strategy that is related to product, price, place, and promotion canimprove customer purchase decision.Key words: Product, Price, Place, Promotion, Purchase Decision
ANALISA PENGARUH PRODUCT, PRICE, PLACE, DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN AYAM GORENG ECHO Junko Alessandro Effendy; Nadia Benita Putri
Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Vol. 7 No. 5 (2022): Performa
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jp.v7i5.3202

Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh product, price, place, dan promotion terhadap keputusan pembelian di rumah makan Ayam Goreng Echo. Penelitian ini merupakan penelitian kuantitatif. Sampel penelitian diambil dengan menggunakan teknik nonprobability sampling. Jenis non-probability sampling yang dipilih yaitu purposive sampling. Metode analisis yang digunakan yaitu analisis regresi linier berganda. Sumber data pada penelitian ini yaitu data primer yang diperoleh dengan menyebarkan 140 kuesioner kepada pelanggan rumah makan Ayam Goreng Echo yang telah melakukan pembelian minimal satukali dalam tiga bulan terakhir. Hasil analisis data menunjukkan bahwa product, price, dan promotion secara parsial berpengaruh signifikan terhadap keputusan pembelian di rumahmakan Ayam Goreng Echo, sedangkan place tidak berpengaruh signifikan. Nilai koefisien determinasi yang dihasilkan menunjukkan bahwa product, price, place, dan promotion dapat mempengaruhi 85,7% keputusan pembelian. Hasil penelitian ini memberikan implikasi praktis bagi manajemen rumah makan Ayam Goreng Echo mengenai pentingnya bauran pemasaran 4P sehingga strategi pemasaran yang berkaitan dengan product, price, place, dan promotion dapat meningkatkan keputusan pembelian pelanggan.
Co-Authors Junko Alessandro Effendy