Pengaruh Kualitas Pelayanan, Harga dan Promosi Terhadap Keputusan Pembelian Burger King Ring Road di Kota Medan

Abstract

This study aims to identify and analyze the influence of service quality, price, and promotion on purchase decisions at Burger King, Ring Road in Medan City. The research was conducted at the Burger King outlet located on Jl. Ring Road, Asam Kumbang, Medan Selayang District, Medan City, North Sumatra. This study employed a quantitative approach using a survey method and questionnaires distributed to 90 respondents selected through accidental sampling. The criteria for respondents were individuals who had previously purchased Burger King products at the Ring Road location in Medan. The data were analyzed using multiple linear regression analysis. The results of the study indicate that service quality, price, and promotion simultaneously have a positive and significant effect on purchase decisions at Burger King Ring Road, Medan City. Partially, each of the variables—service quality, price, and promotion also has a positive and significant effect on the purchase decision at the same location.