ANALISIS PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA KULINER KELAPA GADING TEMBILAHAN

Abstract

The purpose of the research is to determine the perception of consumers affecting purchasing decisions on the culinary Kelapa Gading Tembilahan. Data analysis using multiple linear regression equation. Result of calculation with equation that is Y = 5,725 + 0,337 X1 + 0,464 X2 + 0,625 X3 + e with coefficient of determination (R2) in get 0,703 or 70,3%. Partial test results influential variable is the Quality of Service variable (X1) has a value of tcalcount X1 4,577> t table 1.984 and the value of sig 0,000 <0.05. Product Quality (X2) has a value of t count X2 3.506> t table 1.984 and the value of sig 0.001 <0.05. Price Variable (X3) has t count X3 3.508> t table 1,984 and value of sig 0,001 <0,05. Meanwhile, based on simultaneous testing, the value of (0.000) was obtained from alpha at 5% or 0.05. This means that the independent variable (X) effect simultaneously on the dependent variable (Y).