Detail Cantuman

Pengaruh Kualitas Produk, Kualitas Layanan, Harga dan Citra Merek Terhadap Keputusan Pembelian pada Warung Spesial Sambal (SS), Jember
Nining Kurnia
Program Studi Manajemen Agroindustri
Jurusan Manajemen Agribisnis
ABSTRAK
Perkembangan industri makanan membuat banyak bermunculannya rumah makan di kota jember hal ini juga didukung dengan perubahan gaya hidup masyarakat sekitar. Salah satu rumah makan yang baru di kota Jember adalah warung spesial sambal (SS), sehingga membuat persaingan antar rumah makan semakin kompetitif oleh karena itu perlu dilakukan penelitian tentang pemasarandi warung spesial sambal (SS) jember. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, kualitas layanan, harga dan citra merek terhadap keputusan pembelian pada warung spesial sambal, jember secara parsial dan secara serempak. Variabel independen dalam penelitian ini adalah kualitas produk (X1), kualitas layanan (X2), harga (X3) dan citra merek (X4) sedangkan variabel dependen adalah keputusan pembelian (Y).
Populasi dalam penelitian ini adalah konsumen yang membeli makanan dan minuman di warung SS jember. Sampel yang diambil adalah sebanyak 50 responden dengan menggunakan teknik Accidental Sampling. Teknik analisi regresi linier berganda. Dari hasil pengujian dapat disimpulkan bahwa : (1) secara parsial variabel kualitas produk, kualitas layanan, harga dan citra merek berpengaruh signifikan terhadap keputusan pembelian, (2) secara serempak variabel kualitas produk, kualitas layanan, harga dan citra merek berpengaruh secara signifikan terhadap keputusan pembelian.
Kata Kunci : Kualitas Produk, Kualitas Layanan, Harga, Citra Merek dan Keputusan Pembelian, warung Spesial Sambal (SS



The Effect of Product Quality, Service Quality, Price and Brand Image to PurchaseDecision on Special Sambal (SS) Restaurant, Jember.
Nining Kurnia
Study Program of Agroindustry Management
Majoring of Agribusiness Management
ABSTRACT
The development of the food industry causes many restaurants appear in Jember City.Itis also supported by the lifestyle changes of the community around this city.One of the new restaurant in Jember city is a special sambal (SS) restaurant, thus making the competition between restaurants is increasingly competitive, therefore it is necessary to do research on marketing at Special Sambal (SS) restaurants, Jember. Theaim of this study was to determine the effect of product quality, service quality, price and brand image of purchasing decisionspartially and simultaneously at specialsambal restaurant, Jember. In this study,the independent variables were product quality (X1), service quality (X2), price (X3) and brand image (X4) while the dependent variable was purchasing decision (Y).
The population of this study were consumers who buy food and drinks at SS restaurant Jember. By using Accidental Samplingtechnique, 50 respondents were takenas the samples. The technique used was multiple linear regression analysis. From the test result, it can be concluded that: (1) partially,variable of the product quality, the service quality, price and brand image have significant effect to purchasing decision, (2) simultaneously variable product quality, service quality, price and brand image significantly influence purchasing decisions.
Keywords: Product Quality, Service Quality, Brand Image, Price and Purchase Decision, Sambal Special (SS) Restaurant