TA DIGITAL
Analisis kualitas produk dan harga terhadap keputusan pembelian es krim di Mc Donalds Ciputra Semarang
Competition in today's business is very tight as well as fast food restaurants, fast food restaurant entrepreneur should be able to provide good service to customers and be able to provide a quality menu with prices in accordance with the product being sold
The purpose of this study were to know the influence of product quality and price to Ice Cream in a Purchase Decision Mc Donalds Ciputra Semarang”. The data were collected by quesionery, interview, and literatur studies. Based on the results of research on the influence of product quality, price, against the decision of buying ice cream at Mc Donalds Ciputra Semarang in Semarang the regression equation obtained as follows Y = 0,810 + 0.664 X1 + 0.238 X2 In the variable t test for product quality 5.515 (X1) is greater than t table ( 1.9935) and the sig. of 0.000 is less than 0.05 then the variable quality of the product (X1) influence on purchase decisions. But the value of the variable t count rates (X2) is not significant at 1.227 and sig. = 0.224 greater than 5% means that the price does not affect the purchase decision. Variable product quality has a positive effect on purchase decisions mean better quality of products will increase the purchasing decision. Then the price variable, although no significant effect on purchase decisions, but has a positive coefficient is also marked so prices have tended to be positively related to the purchase decision. While the F test F calculated value of 20.760 is greater than F table (the value of F table with df1 and df2 = 2 = 72 ie 3.1239) with a significance level of 0.000. The probability of significance is much smaller than 0.05, then the regression model can be used to predict purchase decisions (Y).
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