ANALISIS PENGARUH KESADARAN MEREK, KERAGAMAN MENU, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI DI PIZZA HUT DP MALL SEMARANG

Abstract

Now this competitive world of business becomes increasingly tight. Including competition in the food business. Pizza Hut is a service company engaged in food and beverages. Although a lot of competitors from the same field, but Pizza Hut is able to survive with conduct development of its product. This study aims to know whether the dimensions of brand awareness, menu diversity, promotion, and service quality has positive influence on consumer decisions to buy at Pizza Hut Mall Semarang DP and analyze the factors that most dominant in influencing consumer decisions to buy at Pizza Hut DP Mall Semarang. The population in this study are all consumers who buy in Pizza Hut Mall Semarang DP. Samples taken as many as 96 respondents using the technique of Non-Probability Sampling approach Purposive sampling, that sample based on specific targets, As for the sampling criteria were respondents aged 17 years and have never bought Pizza Hut in counter DP Mall Semarang. Based on research results, obtained by the regression equation as follows: Y = 0.234 X1 + 0.290 X2 + 0.305 X3 + 0.238 X4. Based on data analysis statistics, the indicators in this study are valid and variables are reliable. In testing the assumption of classical, model-free regression multikolonieritas, there is no heteroscedasticity, and the normal distribution. Order individually from each of the most influential variable is the promotion variables with regression coefficient 0.305, then the variable diverse menu with a regression coefficient of 0.290, followed variable quality of service with the regression coefficient of 0.238. Whereas variables influencing the lowest brand awareness with regression coefficient of 0.234. These results indicate that the price, location, services, and promotion of Pizza Hut Mall Semarang DP in general is enough good although in some cases still less to meet expectations consumers. For that expected if plans to expand to other places should be more attention to its location.