PENGARUH HARGA, KUALITAS PELAYANAN, DAN DOMPET DIGITAL TERHADAP KEPUTUSAN PEMBELIAN PADA RESTAURANT FAST FOOD KFC JABODETABEK TAHUN 2021
Abstract
This study entitled "The Influence of Price, Service Quality and Digital Wallets on Purchase Decisions at KFC Fast Food Restaurants in JABODETABEK". This study aims to determine the effect of price, service quality and digital wallet on purchasing decisions. With Price, Service Quality and Digital Wallet as independent variables and Purchase Decision as the dependent variable. This study uses a quantitative research design with associative methods. Data collection in this study is by distributing questionnaires to 35 respondents from KFC JABODETABEK customers. Processing the data in this study using SPSS 24. The results of this study indicate that (1) the price variable has a positive and significant influence on purchasing decisions with a value of tcount -2.892 < ttable 2.240 with (sig. 0.007 <0.05). (2) the service quality variable has a positive and significant influence on purchasing decisions with a tcount of 2.754 > ttable 2.040 with (sig. 0.010 <0.05). (3) the Digital Wallet variable in this study Digital Wallet has a significant influence on Purchase Decisions because the value of tcount is 2.441 > ttable 2.040 with (sig. 0.021 <0.05). (4) in the simultaneous test there are results that the variables Price, Service Quality and Digital Wallet together have a positive and significant effect on Purchase Decisions at McDonald's Fast Food Restaurant JABODETABEK with Fcount 4,580 > Ftable 3,305 (sig. 0.009 < 0.05).
Keywords : Price, Service Quality, Digital Wallet, Purchase Decision
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