PENGARUH CITRA MEREK, KUALITAS PELAYANAN, LOKASI, FAKTOR PRIBADI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN - Nurmalia Pajrin; Tedi Rusman; nurdin nurdin (FKIP Unila, 2016)
This study was aimed to find out the influence of grand image, service quality, location, and privacy factor on purchasing decision. The method used was verificative descriptive using ex post facto approach and survey. The populations in this research were the consumers of KFC Gelael Bandar Lampung and166 samples from consumers determined by the Tuckman formula. Sampling method used was nonprobability sampling by using accidental sampling technique. The hypothesis testing used was simple linear regression and multiple linear regression. The result showed that (1) there was an influence of grand image on purchasing decisions, (2) there was an influence of service quality on purchasing decision, (3) there was an influence of location on purchasing decision, (4) there was an influence of privacy factor on purchasing decision, (5) there was an influence of grand image, service quality, location, and privacy factor on purchasing decision.Penelitian ini bertujuan untuk mengetahui pengaruh citra merek (grand image), kualitas pelayanan, lokasi dan faktor pribadi terhadap keputusan pembelian. Metode yang digunakan adalah deskriptif verifikatif dengan pendekatan ex post facto dan survey. Populasi dalam penelitian ini yaitu konsumen KFC Gelael Bandar Lampung dan sampel 166 konsumen yang ditentukan dengan rumus tuckman. Metode penetapan sampel yaitu nonprobability sampling dengan menggunakan teknik accidental sampling. Pengujian hipotesis menggunakan regresi linier sederhana dan regresi linier multipel. Hasil analisis menunjukkan (1) ada pengaruh citra merek (grand image) terhadap keputusan pembelian, (2) ada pengaruh kualitas pelayanan terhadap keputusan pembelian, (3) ada pengaruh lokasi terhadap keputusan pembelian, (4) ada pengaruh faktor pribadi terhadap keputusan pembelian, (5) ada pengaruh citra merek (grand image), kualitas pelayanan, lokasi, dan faktor pribadi terhadap keputusan pembelian.Kata kunci: citra merek (grand image), faktor pribadi, keputusan pembelian, kualitas pelayanan, lokasi