YULIANTO, HENDI RACHMAICO (2018) PENGARUH HARGA, VARIASI MENU, LOKASI DAN DISPLAY LAYOUT TERHADAP KEPUTUSAN MEMBELI DI RUMAH MAKAN RIA CATERING SURABAYA TAHUN 2017. Diploma thesis, STIE MAHARDHIKA SURABAYA.
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Abstract
This study aims to determine: (1) the influence of price on consumer purchasing decision of Ria Catering Restaurant Surabaya, (2) influence of menu variation on consumer buying decision of Ria Catering Restaurant Surabaya, (3) location influence to consumer purchase decision Ria Catering Restaurant Surabaya, (4) the effect of display layout on consumer purchasing decision of Ria Catering Restaurant Surabaya, and (5) price influence, menu variation, location and display layout simultaneously influencing consumer purchasing decision Ria Catering Surabaya Restaurant. The results of this study indicate that: (1) the price has a positive effect on consumer buying decision of Ria Catering Restaurant Surabaya, evidenced from the value of "t" _ "count" of 0.177 with significance value 0,860 > 0.05, and regression coefficient of 0.009; (2) menu variation has a positive effect on consumer purchasing decision of Ria Catering Restaurant Surabaya, evidenced by the value of "t" _ "count" of 2.198 with a significance value of 0.030 < 0.05 and regression coefficient of 0.208; (3) location negatively affects consumer purchase decision of Ria Catering Restaurant Surabaya, evidenced by value "t" _ "count" equal to -0,512 with significance value equal to 0,610 > 0,05; and regression coefficient of -0.063 (4) display layout negatively affect consumer purchase decision Ria Catering Restaurant Surabaya, evidenced by the value of "t" _ "count" of -1.268 with a significance value of 0.208 > 0.05; and the regression coefficient of -0.106; and (5) price, menu variation, location and display layout no affect simultaneously to consumer buying decision of Ria Catering Restaurant Surabaya, evidenced by value "F" _ "count" 1,515 with significance equal to 0,204 > 0,05.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Price Perception, Menu variation, Location, Display Layout, and Purchase Decision |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 15 Oct 2018 05:48 |
| Last Modified: | 13 Dec 2022 02:54 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/35 |
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