Pengaruh Harga, Promosi dan Tempat Terhadap Keputusan Pembelian pada KFC Mega

Abstract

The purpose of this study was to determine the effect of Price, Promotion, and Place on the decision of the KFC Mega Mall Manado buyer. Quantitative data analysis Data collection methods used were the validity test of the questionnaire with a population of 800 and the number of samples 80 F Test and T-Test, Multiple Linear Regression Analysis The t-test was used to testing the significance of variations in the relationship between variables X and Y, whether variables X1, X2, and X3 partially affect the Y variable (purchase decision). In conducting the t-test, the preparation of the hypothesis to be tested is used, in the form of the hypothesis Ho and the alternative hypothesis Hi: Research Results Price X1, Price does not affect the purchase decision because the value 0,585 > 0,05. Promotion X2 is said to have an effect on purchasing decisions because the value obtained is 0,023 < 0,05, Place X3 is 0,000 > 0,05 thus concluding that Place is very influential Positive on Purchasing Decisions at KFC Mega Mall Manado Hypothesis testing results Simultaneously variable prices, promotions, and places have a positive and significant effect on buying decisions on KFC mega. This is evidenced by the value of the F obtained value of 0,000.