Open AccessPENGARUH PRODUK, PELAYANAN, HARGA DAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PIZZA HUT DI KOTA BENGKULU
Author(s) -
Hermawati Hermawati,
Syofian Syofian
Publication year - 2021
Publication title -
creative research management journal
Language(s) - English
Resource type - Journals
ISSN - 2621-1092
DOI - 10.32663/crmj.v4i2.2237
Subject(s) - nonprobability sampling , purchasing , advertising , product (mathematics) , purchasing decision , sample (material) , service (business) , business , data collection , regression analysis , business administration , marketing , statistics , mathematics , sociology , population , demography , chromatography , chemistry , geometry
This research to determine how much influence the product, service, price and brand have on the decision to purchase pizza hut in Bengkulu city. The data analysis method used multiple linear regression. As many as 100 people as a sample determined by non-probability sampling technique with a purposive sampling approach.Data collection techniques used in this research are library research and field studies in the form of questionnaires, observations and interviews.Based on the results of the analysis in this study, it was found that the product, service, price, and brand variables had a significant effect on purchasing decisions by Pizza Hut consumers in Bengkulu City. In other words, the four independent variables together had a major influence on purchasing decisions.