Analisis Pengaruh Persepsi Harga, Kualitas Produk, Aksesibilitas Lokasi, dan Kekuatan Referensi Sosial Terhadap Keputusan Pemilihan Rumah Makan Padang Salero Bundo di Jakarta

Abstract

This study aims to determine how big the influence of price perception, quality of product, location, and social factors of the purchase decision on the Padang Salero Bundo Restaurant Jakarta. And this research also aims to analyze the most dominant factors that influence on purchase decisions on the Padang Salero Bundo Restaurant Jakarta. The population used in this study is consumers who ever or frequently to come on the Padang Salero Bundo Restaurant Jakarta. The sample in this study are 100 respondens and the techniques used are non-probability sampling techniques with the approach of accidental sampling (sampling based on chance). Analytical methods used were quantitative analysis of multiple regression analysis. This analysis includes : validity and reliability, the classic assumption test, multiple regression analysis, hypothesis testing by t tes and F test, and analysis of determination coefficient (R2). From tihs analysis of the regression equation was obtained as follows, Y = 0,262 X1 + 0,163 X2 + 0,404 X3 + 0,225 X4 The location accesibility variables have the most impact on purchasing decisions for 0,404, followed by price perception variables amounting to 0,262, then the power of social refrention variable amount to 0,225. While the quality of product variables have an influence lowest compared to other variables for 0,163. Hypothesis testing used t tests showing that the four independent variables are price perception (X1), quality of product (X2), location accesibility (X3), and the power of social referention (X4) which investigated proved positively and significantly affect the dependent variable is the purchase decision (Y). Then through the F test can be seen that the variables price perception, quality of product, location, and social factors eligible to test the dependent purchasing decisions. Adjusted R Square explained figures that 72,5% of purchase decisions variation can be explained by the four independent varibles in multiple regression equations. While the rest of 27,5% was explained by other variable outside of the four variables used in this study