PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN BURGER KING JATIASIH

Noor Alimansyah (Kampus UNKRIS, Jatiwaringin Jakarta Timur)
Devi Krisnawati (Program Studi Manajemen FE Universitas Krisnadwipayana)
Fajar Cahyo Utomo (Kampus UNKRIS, Jatiwaringin Jakarta Timur)

Jurnal Manajemen Bisnis Krisnadwipayana
Vol 10 No 1 (2022): Jurnal Manajemen Bisnis Krisnadwipayana

These study determine the influence of price, promotion and the quality of service on customer purchase decision at Burger King Jatiasih, Bekasi Indonesia. The data used are primary data by the answers of given questionnaires to customers of Burger King Jatiasih. These study using quantitative methodology. The analysis of the study used multiple linear regression analysis of three variables independent and one variable dependent. The results showed that the price has partially influenced the purchase decision, the promotion has partially influenced the purchase decision, the quality of service has partially influenced the purchase decision and the price, the promotion and the quality of service all have simultaneously influenced the purchase decision of Burger King Jatiasih’s customers.