PUTRI, MELIYANA AYU (2025) PENGARUH MARKETING MIX 4P, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN AYAM GEPREK (Suatu Kasus pada Usaha Rumah Chicken di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Significant decline in sales in the culinary business is a challenge faced by business actors. One of the causes of the decline is due to the increasing number of competitors offering similar products. This study aims to determine consumer characteristics and see how product quality, price, location, promotion, service quality, and brand image affect the decision to purchase smashed chicken at Rumah Chicken. Data collection techniques using observation, interviews, and questionnaires. The sample used in this study was 100 samples using the accidental sampling technique. The analysis used in this study was instrument testing, classical assumption testing, hypothesis testing and multiple regression analysis. The results of this study indicate that the variables of product quality (X1) and promotion (X4) partially and simultaneously have a significant effect on the decision to purchase (Y) smashed chicken at Rumah Chicken. Meanwhile, the variables of price (X2), location (X3), service quality (X5), and brand image (X6) do not affect the decision to purchase (Y) smashed chicken at Rumah Chicken. It is known that product quality, price, location, promotion, service quality, and brand image influence purchasing decisions by 71.6%, while the remaining 28.4% is explained by other variables that were not studied.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penurunan penjualan yang signifikan pada usaha kuliner menjadi tantangan yang dihadapi oleh para pelaku usaha. Salah satu penyebab penurunan tersebut adalah semakin banyaknya pesaing yang menawarkan produk sejenis. Penelitian ini bertujuan untuk mengetahui karakteristik konsumen dan melihat bagaimana pengaruh bauran pemasaran 4P, kualitas pelayanan, dan citra merek terhadap keputusan pembelian ayam geprek di Rumah Chicken. Teknik pengumpulan data menggunakan observasi, wawancara, dan kuesioner. Sampel yang digunakan dalam penelitian ini sebanyak 100 sampel dengan menggunakan teknik accidental sampling. Analisis yang digunakan dalam penelitian ini adalah uji instrumen, uji asumsi klasik, uji hipotesis, dan analisis regresi berganda. Hasil penelitian ini menunjukkan bahwa variabel kualitas produk (X1) dan promosi (X4) secara parsial dan simultan berpengaruh signifikan terhadap keputusan pembelian (Y) ayam geprek di Rumah Chicken. Sedangkan variabel harga (X2), lokasi (X3), kualitas pelayanan (X5), dan citra merek (X6) tidak berpengaruh terhadap keputusan pembelian (Y) ayam geprek di Rumah Chicken. Diketahui bahwa kualitas produk, harga, lokasi, promosi, kualitas pelayanan, dan citra merek mempengaruhi keputusan pembelian sebesar 71,6%, sedangkan sisanya sebesar 28,4% dijelaskan oleh variabel lain yang tidak diteliti. | |||||||||
| Uncontrolled Keywords: | product quality, promotion, purchasing decision | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Meliyana Ayu Putri | |||||||||
| Date Deposited: | 22 Aug 2025 09:50 | |||||||||
| Last Modified: | 22 Aug 2025 09:50 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52424 |
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