The Effect of Product Quality and Promotion on Customer Purchase Decisions of Pizza Hut Restaurant in the City of Tangerang Selatan With Price as Intervening Variable

Suleman, Dede and Saputra, Fendi and Sugiyah, Sugiyah and Aprillia, Aprillia and Martias, Andi and Rohimah, Luthfia and Herawaty, Mety Titin and Rulando, Refindo Pradikta (2022) The Effect of Product Quality and Promotion on Customer Purchase Decisions of Pizza Hut Restaurant in the City of Tangerang Selatan With Price as Intervening Variable. NTERNATIONAL JOURNAL OF SOCIAL AND MANAGEMENT STUDIES (IJOSMAS), 3 (6). pp. 64-70. ISSN 2775-0809

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Abstract

This study aims to examine and examine the effect of product quality, promotion and price on purchasing decisions by Pizza Hut customers in South Tangerang City. This research is quantitative where data is obtained by giving Likert scale questionnaires to respondents who bought Pizza Hut products in the last three months in South Tangerang City. The data collection method used purposive sampling. From the questionnaires distributed online using the google form link, of the 96 respondents who filled out, only 94 data were eligible for further processing using the SmartPLS version 3.0 software. The results showed that product quality, promotion and price had a significant effect on purchasing decisions. price is not significant as a mediating variable on the effect of product quality on purchasing decisions, while on the effect of promotion on purchasing decisions, price becomes a significant mediating variable.

Item Type:	Artikel Jurnal/Prosiding
Uncontrolled Keywords:	Product Quality, Promotion, Customer Purchase Decision, Price
Subjects:	A General Works > AI Indexes (General)
Divisions:	Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User:	Admin Repository
Date Deposited:	15 Feb 2023 07:31
Last Modified:	15 Feb 2023 07:31
URI:	http://eprints.upj.ac.id/id/eprint/4429

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