PENGARUH KUALITAS PRODUK, BRAND LOYALTY, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN AYAM “GEPREK BENSU” DI DKI JAKARTA
Kata Kunci:
product quality, brand loyalty, price perception, purchase decisionAbstrak
This quantitative research was conducted with the aim of proving, analyzing, and knowing that product quality, brand loyalty, and price perception affect the decision to purchase geprek bensu chicken in DKI Jakarta. To take the sample of this study used purposive sampling method and data collection through the distribution of questionnaires with google form. The sample related to this research is consumers of geprek bensu in DKI Jakarta, totaling 100 respondents. The analysis of this research technique uses Partial Least Square (PLS) version 3.3.7. The test results of this study are (1) product quality has a positive and significant effect on purchasing decisions of 0.282, (2) brand loyalty has a positive and significant effect on purchasing decisions of 0.379, (3) price perception has a significant positive effect on purchasing decisions of 0.237. The results of the Adjusted R-Square purchasing decisions are 0.664 or 66.40%, meaning that purchasing decisions in this research model are due to product quality, brand loyalty, and price perceptions, while 33.60% is caused by other factors outside of research on geprek bensu chicken in Indonesia. DKI Jakarta.
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