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Pengaruh Persepsi Dan Preferensi Konsumen Terhadap Keputusan Pembelian Makanan Siap Saji Fried Chicken Pada D’Besto Di Kota Padang Cabang Siteba

Author

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  • Fernando, Aldri Dolly
  • Mayliza, Riri

Abstract

The purpose of this study was to determine the effect of consumer perceptions and preferences on the purchase decision of fried chicken fast food on d'besto in the Siteba branch city of Padang. The variables in this study are Perception (X1), Consumer Preference (X2) and Purchase Decision (Y). The sample used was 92 people, the sampling technique used was purposive sampling method. Data collection used a questionnaire, while data analysis techniques were performed using multiple linear regression analysis. The results showed that the perception variables had a positive and significant effect (0.037 <0.05) on purchasing decisions. Consumer preference variables have a positive and significant effect (0.000 <0.05) on purchasing decisions. It is expected that the next researcher will be able to use research as a reference which will provide a comparison in conducting further research and useful for d'besto.

Suggested Citation

  • Fernando, Aldri Dolly & Mayliza, Riri, 2019. "Pengaruh Persepsi Dan Preferensi Konsumen Terhadap Keputusan Pembelian Makanan Siap Saji Fried Chicken Pada D’Besto Di Kota Padang Cabang Siteba," OSF Preprints srg86_v1, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:srg86_v1
    DOI: 10.31219/osf.io/srg86_v1
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