Analisis Harga dan Produk yang Dirasakan Mendukung Keputusan Pembelian: Studi Kasus di Restoran Cepat Saji di Wilayah Bekasi Timur

Abstract

With the wide variety of fast food restaurants available, several factors influence a customer's decision to choose a restaurant other than The Fast Food Restaurant. These factors include price and product quality. Price is a key consideration for consumers when making purchasing decisions. Therefore, it is necessary to conduct research on factors that influence purchasing decisions at The Fast Food Restaurant. This research used quantitative methods and was conducted at Fast Food Restaurants in East Bekasi City. The population consisted of 50 consumers at The Fast Food Restaurant. The sample was drawn using non-probability sampling, and data were collected through questionnaires. The results of this study indicate that: (1) Price has a positive and significant effect on purchasing decisions at The Fast Food Restaurant in East Bekasi (2) Product quality has a positive and significant effect on purchasing decisions at The Fast Food Restaurant in East Bekasi (3) Price and product quality together have a positive and significant effect on purchasing decisions at The Fast Food Restaurant in East Bekasi.