ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN MCDONALD SRIWIJAYA

Abstract

The development of fast food has very rapid potential considering that young people are very fond of fast food, so the researcher aims to find out what factors influence a consumer's decision to buy fast food at McDonald's Sriwijaya. The type of research used is associative research. The research population is all consumers who come to buy Mcdonald Sriwijaya products. The types of data in this study are qualitative data and quantitative data. The data analysis technique used is validity test, reliability test, classical assumption test, multiple regression test, t test and F test and coefficient of determination test (R²). The result of the research is that the variables of brand image, product quality, promotion and price have a partial influence on purchasing decisions. And the variable Brand image, product quality, promotion and price have an influence on purchasing decisions simultaneously with F count (51,815) > F table (2,72). From the results of processing using the SPSS program, it can also be seen that the highest standardized coefficient value is the Promotion variable, which is 0.477. This states that the independent variable that has the most dominant influence on purchasing decisions in this study is the Promotion variable.