The Effect Of Product Quality, Promotion, And Business Location On Consumer Purchase Decisions At D’top Chicken & Burger Parungkuda 2 Branch
Keywords:
Product Quality , Promotion, Business Location, Purchase DecisionAbstract
This study aims to identify and analyze the influence of product quality, promotions, and business location on consumer purchasing decisions at D'Top Chicken & Burger Branch Parungkuda 2. This background is based on the increasing competition in the culinary business, prompting every business actor to continually improve product quality, promotional strategies, and the selection of strategic business locations to attract consumer attention. D’Top Chicken & Burger is one of the culinary businesses facing this challenge, especially in maintaining and increasing the number of buyers amid the proliferation of similar businesses in the Parungkuda area. This research uses a quantitative approach with a survey method. The sample in this research consists of 100 respondents selected using purposive sampling techniques, namely consumers of D'Top Chicken & Burger Branch Parungkuda 2 aged over 17 years who reside in Parungkuda District. Data was collected through the distribution of questionnaires and analyzed using multiple linear regression methods to test the simultaneous and partial effects of each independent variable on the dependent variable. The results of the study are expected to contribute to the field of marketing, particularly in understanding the determinants of purchasing decisions in local culinary businesses.
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