PENGARUH HARGA , KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BURGER KING PADA MAHASISWA FE UNJ

ZAFAR ANDREANSYAH GUMAY, Effect of Price, Product Quality and Promotion of Burger King Purchasing Decisions on FE UNJ Students. The purpose of this study was to determine the effect of prices, product quality and promotion on fast food purchasing decisions on FE UNJ students. This research was conducted at the Faculty of Economics, Jakarta State University, for 7 months from January to July 2020. The research method that the researchers used was a survey method with a correlational approach, the population used were all female students of the Faculty of Economics, Jakarta State University. The sampling technique used was Purposive Sampling technique with 132 people. The resulting regression equation is Y = 4.318 + 0.324 X1 + 0.308 X2 + 0.320 X3. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 of value of 0.200, X2 of value of 0.200 and X3 of 0.087 because of the third significance level these variables> 0.05, it can be concluded that the data are normally distributed and can be used in further analysis. Linearity regression test of Y for X1 and Y for X2 produces a significance value in Linearity, which is 0,000