Pengaruh Gaya Hidup dan Kualitas Pelayanan terhadap Keputusan Pembelian (Studi Kasus pada Pelanggan Mcdonald’s Jl.Ringroad Medan)
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Institusion
Universitas Sumatera Utara
Author
Simbolon, Oktayana
Subject
Lifestyle
Datestamp
2018-12-21 03:34:22
Abstract :
Modernization is made the behavior of people have changed, the one is movement of a lifestyle who likes consume junk food. It be a good chance for McDonald?s. McDonald?s is a fast food restaurant with the best service in the world which was founded in 1955. McDonald' s implements a system known as ?QS&V? that is product quality (quality), satisfying service quality (sevice), cleanliness and product safety (cleanlinessy) and adds value to customer (value). This study aims to determine the influence of lifestyle on purchasing decisions at McDonad's Ringroad and the influence of service quality on purchasing decisions at McDonad's Ringroad. The data in this study is McDonald 's Ringroad customers. The sampling technique uses purposive sampling method Researchers took 96 customers as samples. The analysis technique used is multiple linear regression. The results of this study indicate that lifestyle and service quality have a positive and significant effect on purchasing decisions at McDonald 's Ringroad , lifestyle and quality of service simultaneously have a positive and significant effect on purchasing decisions at McDonald' s Ringroad.
Modernization is made the behavior of people have changed, the one is movement of a lifestyle who likes consume junk food. It be a good chance for McDonald?s. McDonald?s is a fast food restaurant with the best service in the world which was founded in 1955. McDonald' s implements a system known as ?QS&V? that is product quality (quality), satisfying service quality (sevice), cleanliness and product safety (cleanlinessy) and adds value to customer (value). This study aims to determine the influence of lifestyle on purchasing decisions at McDonad's Ringroad and the influence of service quality on purchasing decisions at McDonad's Ringroad. The data in this study is McDonald 's Ringroad customers. The sampling technique uses purposive sampling method Researchers took 96 customers as samples. The analysis technique used is multiple linear regression. The results of this study indicate that lifestyle and service quality have a positive and significant effect on purchasing decisions at McDonald 's Ringroad , lifestyle and quality of service simultaneously have a positive and significant effect on purchasing decisions at McDonald' s Ringroad.
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