PENGARUH PERSEPSI HARGA, PERSEPSI KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN EDEN INTERNATIONAL DAILY FOOD, SEMARANG

Abstract

ABSTRACT
Abstract :The phenomenon in thisstudy is that with the increasing number of consumer
demands for culinary products, it does not mean that it is easier for culinary business
people to market their products, especially with the large number of similar business
actors in the market. The problem in this study is that there has been a decrease in sales
turnover from Eden International Daily Food for several months and it got worse during
the Covid-19 pandemic. Based on the gap phenomenon and gap research obtained from
previous research, it isassumed that the factors that influence the decline in purchasing
decisions are price perceptions, perceptions of product quality and service quality. This
study aims to analyze the effect of perceived price, perceived product quality and service
quality on purchasing decisions.The population used in this study were all consumers of
Eden International Daily Food Semarang. The sampling technique used was purposive
sampling. The sample taken is 96 Eden International Daily Food Semarang consumers
who have eaten at least twice at Eden International Daily Food Semarang. The data
collection method in this study used a questionnaire. Methods of data analysis using
multiple regression.Based on the results of price perceptions and product quality
perceptions have apositive effect on consumer purchasing decisions of Eden International
Daily Food Semarang. Service quality does not affect consumer purchasing decisions of
Eden International Daily Food Semarang.