International Journal of Social and Management Studies (IJOSMAS)
Vol. 3 No. 6 (2022): December 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

Dede Suleman (Universitas Pembangunan Jaya)
Fendi Saputra (Universitas Pembangunan Jaya)
Sugiyah Sugiyah (Universitas Bina Sarana Informatika)
Aprillia Aprillia (Universitas Bina Sarana Informatika)
Andi Martias (Universitas Bina Sarana Informatika)
Luthfia Rohimah (Universitas Bina Sarana Informatika)
Mety Titin Herawaty (Universitas Bina Sarana Informatika)
Refindo Pradikta Rulando (Universitas Terbuka)

Article Info

Publish Date
21 Nov 2022

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

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Journal Info
International Journal of Social and Management Studies (IJOSMAS)
Website

Abbrev

ijosmas

Publisher

Universitas Pelita Harapan

Subject

Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

Description

International Journal of Social and Management Studies (IJOSMAS) is a peer-reviewed bimonthly journal that publishes empirical, conceptual and review papers of exceptional quality that contribute to enrich business administration thinking .The objective of the Journal is to disseminate knowledge, ...