Analisis faktor-faktor yang memengaruhi keputusan pembelian pada hotways chicken purwokerto
##plugins.themes.academic_pro.article.main##
Abstract
purpose: The aim of the research is to analyze the influence of food quality, price fairness, influencer marketing, and store atmosphere on purchasing decisions at Hotways Chicken Purwokerto.
method: This research is using a quantitative approach. Primary data collection wa conducted by disseminating questionnaries to a sample of 100 respondents who had purchase roduct at Hotways Chicken Purwokerto. Data analysis uses multiple linear analysis and hypothesis testing uses the t test. Based on statistical analysis, the regression equation Y = 1.682 + 0.129 X1 + 0.173 X2 + 0.382 X3 + 0.138 X4 + e.
result: The results of this research show that partially food quality, price fairness, influencer marketing, and store atmosphere have a positive and significant effect on purchasing decisions at Hotways Chicken Purwokerto.
limitation: The pillar of limitation of this research is by adding other variables that influence purchasing decisions at Hotways Chicken Purwokerto. This research only used 100 respondents, of course it is still not enough to describe the real situation. General interior velues is smallest and has significant effect on purchasing decisions at Hotways Chicken Purwokerto. Hotways chicken purwokerto should inprove the general interior suck as a fragrant room aroma, and chasier area that easy to reach so that it can attract the attention of consumers to make purchase decision making.
##plugins.themes.academic_pro.article.details##
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.