SKRIPSI: Pengaruh Harga, Kualitas Pelayanan dan Lokasi terhadap Keputusan Pembelian di McDonald’s Jombor Yogyakarta

Seprianto, Siuwal (2022) SKRIPSI: Pengaruh Harga, Kualitas Pelayanan dan Lokasi terhadap Keputusan Pembelian di McDonald’s Jombor Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

Purchase decisions can be influenced by several factors including price, quality of service and location. These factors have an important role to make a purchasing decision. The purpose of this study was to determine the effect of price, service quality and location on purchasing decisions at McDonald's Jombor. The population of this study are customers who buy at least 2 times at McDonald's Jombor. The sample used in this study using Non-Probability Sampling with purposive sampling method. The number of samples determined amounted to 160 respondents. The data collection method used a questionnaire distributed using google form. The tests used in this research are validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, hypothesis test and coefficient of determination (adjusted R2). The results of this study state that price, service quality and location have a positive effect on purchasing decisions at McDonald's Jombor.

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