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Yoserizal Yoserizal
Andalas University
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Journal : Journal of Innovation Research and Knowledge

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PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN KONSUMEN DI WARUNG MAKAN BERKAH PADANG PARIAMAN Agus Nurofik; Nini, Nini; Sutiyem, Sutiyem; Dessy Trismiyanti; Yoserizal, Yoserizal
Journal of Innovation Research and Knowledge Vol. 4 No. 2: Juli 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v4i2.8052

Abstract

This research aims to determine the influence of price, promotion and product quality on consumer purchasing decisions at Warung Makan Berkah. The research method used is quantitative descriptive. The research results show that price, promotion and product quality have a significant and positive influence on consumer purchasing decisions. Simultaneously, these three factors are also significantly interconnected and have a positive influence on consumer purchasing decisions. Increasing purchasing decisions is necessary to increase sales of service products in the long term. Price, promotion and product quality are factors that may have an influence on consumer purchasing choices for food. Researchers conducted this research to find out whether price, promotion and product quality have an influence on consumer decision making regarding food purchases at Warung Makan Berkah. The type of research carried out in this research is descriptive quantitative by distributing questionnaires to 100 consumers at the Makan Berkah stall. The multiple regression method was used for data analysis with the Statistical Package of Social Sciences (SPSS) application to carry out the calculations. SPSS is a statistical data processing software application. Based on research conducted by researchers, the results of this research show that the price of a food product will have a significant effect and be positively related to customer perceptions of consumer decisions. Apart from that, the quality of service products also has a significant effect and is positively related to customer perceptions of consumer decisions, and sales promotions also have a significant effect and is positively related to customer perceptions of consumer decisions. And simultaneously the factors of price, promotion and product quality are significantly interconnected and have a positive influence on customer perceptions of consumer purchasing decisions
Co-Authors Abdi Dharma Agus Nurofik Ahyani, Tanthowi Jauhari Akhis Soleh Ismail Andre Zubir Anwar Kasim Aranzi Eriza Arwin Arwin Arya Azra Leswara Asrinaldi Asrinaldi Aulia Putri, Anisa Cecilya Asmarani Oka Putri Cinditha Fianda Dachi, Theofilus Desna Aromatica Dessy Trismiyanti Dhea Yosfika Difatria Nurdin Dwiputra, Rayhan Arif Erien Sri Wahyuni Eriza, Aranzi Erlina Erlina Firdausi, Fakhri Ahmad Firmanto Firmanto Hadiyanto Hadiyanto HAFIL ABBAS Hanoselina, Yulia Harni, Harni Hasan Sazali Hendra Hendra Hendra Hendra Hermiyetti Hernadewita, Hernadewita Hs, Putri Hidayah Hutabian, Edwin I PUTU KOMPIANG Iip Permana Indra Jaya Juwita, Della Kadran Fajrona Kadri, Hanif Al Krismena Tovalini Mabrukah Tomimi, Zahran Madeleine Cania MARIA ENDO MAHATA Marlinda Marlinda Melati Sukma Miftahul Syafira Mirnawati Mirnawati Muh Ajri Halim Muhammad Umar Maya Putra Naufal Azmi “Chan Nazar, Armenia Nellitawati Nellitawati Nila Wahyuni Ningsih, Dina Gustia Nini, Nini Pebriyanto S Prianka, Marselia Febi Putra, Trimardi Jaya Putri, Cecilya Asmarani Oka Rahmadhona Fitri Helmi Rahmi, Ulfia Retno Kus Setyowati Ridwan , Muhammad Rifma Rifma Rizka Khairunnisa Roni Ekha Putera Rr. Endang Sri Sulasih S, Pebriyanto Sintya Trifira Sintya Trifira Siti Rizka Mulyani Sufyarma Marsidin Sulastri Sulastri Sutiyem, Sutiyem Taufani Ahmad Tirza Haqia Purnama Tovalini, Krismena Vovi Ratna Qori Wahyuni, Erien Sri Weni Artitantia Wewen Kusumi Rahayu Wike Yuliana Wizna Wizna Yessie Aldriani Yolani Utami Yulia Hanoselina Yulivestra, Malse