pengaruh harga, produk, lokasi dan pelayanan terhadap keputusan pembelian pada soto angkring `mas boed` spesial ayam kampung semarang

KURNIAWAN, FERDY ZOEL (2014) pengaruh harga, produk, lokasi dan pelayanan terhadap keputusan pembelian pada soto angkring `mas boed` spesial ayam kampung semarang. Skripsi, Fakultas Ekonomi dan Bisnis.

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Abstract

Business development diner today stems from the rapid urban lifestyle of the people , and the high income earned so requires one to minimize the time that they have because of the daily grind that is very dense so that when he comes home to a cooked meal usually just been lazy . In the middle of the diner business competition is increasingly mushrooming in cities there are food stalls that offer a menu of food and places other than normal . Business -scale local food stalls and have distinctive flavors and are rarely found in other major cities . The purpose of this study is to investigate and analyze the effect of pricing, product , location and service influence on purchasing decisions on Soto angkring ` Mas Boed ` spesial ayam Kampung Semarang . The population in this study are all existing customers in Soto angkring ` Mas Boed ` Special Chicken Kampung Semarang . The sample in this study is that the consumer is in Soto angkring ` Mas Boed ` Spesial ayam Kampung Semarang 100 respondents . Sampling was convenience sampling method , which is based on convenience sampling method . In this study, researchers used a sample of 100 respondents . The analytical tool used is multiple linear regression . The results showed that the variable price , product , location and quality of service and a significant positive influence on purchasing decisions in Soto angkring ` Mas Boed ` Spesial ayam Kampung Semarang which means the better the price , product , location and quality of service will increase the purchasing decision .

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