Pengaruh Kualitas Produk, Promosi, dan Lokasi Usaha terhadap Keputusan Pembelian pada D’Top Chicken & Burger Parungkuda

Abstract

This study aims to identify and analyze the influence of product quality, promotion, and business location on purchasing decisions at D’Top Chicken & Burger, Parungkuda branch. The increasingly intense competition in the culinary business demands that business actors understand the factors that can influence consumer decisions in choosing fast food products. In this study, product quality is measured based on taste, cleanliness, and consistency; promotion is assessed from the effectiveness of promotional media and the attractiveness of offers; while business location is evaluated based on accessibility, comfort, and store placement strategy. The research method used is a quantitative method with a descriptive-associative approach. Data was collected through the distribution of questionnaires to 100 respondents who are consumers of D’Top Chicken & Burger Parungkuda and have made at least one purchase. The sampling technique used is purposive sampling, with criteria that respondents must have consumption experience at the research location. Data analysis was conducted using multiple linear regression to test the partial and simultaneous influence of the independent variables on the dependent variable.