Analisis Aplikasi Model Assael Dalam Keputusan Pembelian Produk Fast Food Di Kota Surakarta

Pramudya, Happy Dika and , Dr. Moechammad Nasir, SE., MM (2022) Analisis Aplikasi Model Assael Dalam Keputusan Pembelian Produk Fast Food Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to analyze and discuss the influence of individual, environmental, and marketing stimuli on buying decisions on fast food products in the city of Surakarta. Furthermore, the formulation of the problem in this study is whether the individual, environment and marketing stimulus have a significant effect on buying decisions. This research is a survey research based on a quantitative approach using primary data types through filling out questionnaires which are distributed using Google Form. The data source of this study is a sample of respondents who buy and consume fast food products at KFC and McDonald's in Surakarta City. The population in this study are all consumers who make purchases at KFC and McDonald’s in Surakarta City. The sampling technique in this study was non-probability sampling using purposive sampling, where the number of samples in this study was 200 respondents. The hypothesis in this study is that individuals are presumed of having a significant effect on buying decisions (H1), presumed of having a significant environmental influence on buying decisions (H2), and presumed marketing stimuli having a significant effect on buying decisions (H3). The results showed that individuals have a significant effect on buying decisions, the environment has a significant effect on buying decisions, and marketing stimuli have a significant effect on buying decisions. The conclusion of this study shows that the individual (X1), environment (X2), and marketing stimulus (X3) have a significant effect on buying decisions (Y) for fast food products in Surakarta City. Therefore, the proposed H1, H2, and H3 are proven to be true. The policy implications of KFC and McDonald's fast food managers must always innovate products based on perceived quality, price, and brand trust.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	individual, environment, marketing stimulus, purchase decision, perception of price quality, and brand trust.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HAPPY DIKA PRAMUDYA
Date Deposited:	18 Feb 2022 03:32
Last Modified:	18 Feb 2022 03:32
URI:	http://eprints.ums.ac.id/id/eprint/97886

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