ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN JASA KATERING DI TEMBILAHAN

Abstract

This research was conducted on the business of selling catering services at the Ampera Bungo Lawang Catering, Ampera Dunsanak Catering and Mega Ceria Catering. The purpose of this study was to determine the factors that influence the purchase decision of catering services in Tembilahan.In this study, data collection through interviews and questionnaires to 100 respondents with a sample using Bailey. The independent variables consist of Product Quality (X1), Price (X2), Packaging (X3), Brand (X4), Distribution (X5) and the dependent variable Purchasing Decision (Y). Data were processed using SPSS 19.0 for windows, instrument testing used validity and reliability tests. The classical assumption test is divided into normality test, multicollinearity test, autocorrelation test and heteroscedasticity test. While the data analysis method uses multiple linear regression with the coefficient of determination, t test and F test, so that the results of the study are expected to be used as input and consideration for the catering service management in Tembilahan to increase sales.

The coefficient of determination (R2) obtained the result 0,707 or 70,7%. The partial test results obtained that the influencing variable is the Product Quality variable (X1) which has a tcount X1 of 2.231eThe calculation result with the equation is Y = 7,489 + 0,371 X1 + 0,355X2 + 0,183 X3 + 0,413 X4 + 0,147 X5 + > t table 1.984 and a sig value of 0.028 <0.05. The variable price (X2) has a tcount X2 2.025> t table 1.984 and a sig value 0.046 <0.05. The packaging variable (X3) has a tcount X3 of 2.061> t table 1.984 and a sig value of 0.042 <0.05. The brand variable (X4) has a tcount X4 of 2.087> t table 1.984 and a sig value of 0.040 <0.05. What does not affect partially is the distribution variable (X5) which has a tcount X5 of 1.060 <t table 1.984 and a sig value of 0.292> 0.05. Meanwhile, based on simultaneous testing, a significance value (0.000) <of alpha is obtained at the level of 5% or 0.05. This means that the independent variable (X) simultaneously affects the dependent variable (Y).