Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian D'Top Fried Chicken Di Caringin Bogor

Putriyah, Putriyah (2025) Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian D'Top Fried Chicken Di Caringin Bogor. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Tujuan penelitian ini adalah untuk menganalisis keputusan pembelian konsumen D'Top Fried Chicken di Caringin, Bogor dipengaruhi oleh kualitas produk, pelayanan, dan promosi. Latar belakang penelitian ini adalah penurunan signifikan penjualan D’Top Fried Chicken yang dipengaruhi oleh ketidakkonsistenan rasa, kualitas bahan baku, pelayanan yang kurang ramah, waktu tunggu yang lama, serta promosi yang belum optimal. Data pra-survei menunjukkan mayoritas konsumen merasa kurang puas terhadap aspek produk dan pelayanan, sementara upaya promosi belum sepenuhnya menjangkau target pasar. Sebanyak 50 responden dipilih melalui penggunaan purposive sampling dalam kuantitatif yang menggunakan metode survei ini. Data dianalisis menggunakan regresi linier berganda untuk menguji korelasi antara variabel dependen (keputusan pembelian) dan faktor independen (kualitas produk, kualitas pelayanan, dan promosi). Temuan uji t menunjukkan bahwa, sampai batas tertentu, keputusan pembelian dipengaruhi secara positif dan signifikan oleh promosi (sig = 0,028), kualitas pelayanan (sig = 0,030), dan kualitas produk (sig = 0,043). Dengan nilai signifikansi 0,000 < 0,05, temuan uji F simultan menunjukkan bahwa promosi, kualitas pelayanan, dan kualitas produk semuanya secara signifikan memengaruhi keputusan konsumen untuk membeli. Untuk meningkatkan daya saing dan loyalitas pelanggan dalam industri makanan cepat saji yang kompetitif, penelitian menawarkan rekomendasi manajemen D'Top Fried Chicken tentang cara meningkatkan kualitas layanan, konsistensi kualitas produk, dan metode promosi. Kata Kunci : Kualitas Produk, Kualitas Pelayanan, Promosi, Keputusan Pembelian / The purpose of this study was to analyze consumer purchasing decisions of D'Top Fried Chicken in Caringin, Bogor influenced by product quality, service, and promotion. The background of this study was a significant decline in D'Top Fried Chicken sales influenced by inconsistent taste, quality of raw materials, unfriendly service, long waiting times, and less than optimal promotion. Pre-survey data showed that the majority of consumers were dissatisfied with the product and service aspects, while promotional efforts had not fully reached the target market. A total of 50 respondents were selected through the use of purposive sampling in quantitative using this survey method. The data were analyzed using multiple linear regression to test the correlation between the dependent variable (purchase decision) and independent factors (product quality, service quality, and promotion). The t-test findings showed that, to some extent, purchasing decisions were positively and significantly influenced by promotion (sig = 0.028), service quality (sig = 0.030), and product quality (sig = 0.043). With a significance value of 0.000 < 0.05, the findings of the simultaneous F test indicate that promotion, service quality, and product quality all significantly influence consumer purchasing decisions. To improve competitiveness and customer loyalty in the competitive fast food industry, the study offers recommendations to D'Top Fried Chicken management on how to improve service quality, product quality consistency, and promotion methods. Keywords: Product Quality, Service Quality, Promotion, Purchasing Decision

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