PENGARUH PROMO, LOYALTY POINT DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI BURGER KING

Studi pada outlet Burger King Sidoarjo

  • Florencia Putri Soetanto Universitas Negeri Surabaya
DOI: https://doi.org/10.51125/citaekonomika.v16i1.5576
Keywords: promo; loyalty point; kualitas pelayanan; keputusan pembelian

Abstract

Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh promo, loyalty point, dan kualitas pelayanan terhadap keputusan pembelian melalui aplikasi burger king dengan studi pada outlet Burger King Sidoarjo. Dimana penelitian ini dilakukan dengan jenis penelitian kuantitatif dan metode pengujian hipotesis yang menggunakan teknik sampling simple random sampling. Variabel promo diukur dari kemenarikan program, ketepatan program dalam mempengaruhi keputusan pembelian, dan frekuensi program. Lalu loyalty point diukur berdasarkan fun games, voucher promo dan point member. Lalu kualitas pelayanan yang diukur dengan lima indikator yatu tangibles, reliability, responsiveness, assurance, emphaty. Serta keputusan pembelian yang diukur berdasarkan dari kemantapan pembelian produk, kebiasaan dalam membeli produk, rekomendasi orang lain, dan pembelian ulang. Sampel yang digunakan pada penelitian ini sebanyak 96 responden dengan pengambilan data melalui google form. Dengan hasil penelitian menunjukkan bahwa promo, loyalty point, dan kualitas pelayanan berpengaruh secara parsial terhadap keputusan pembelian

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Published
2022-05-04
How to Cite
Soetanto, F. (2022) “PENGARUH PROMO, LOYALTY POINT DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI BURGER KING”, Jurnal Cita Ekonomika, 16(1), pp. 1-17. doi: 10.51125/citaekonomika.v16i1.5576.
Issue
Vol 16 No 1 (2022): Cita Ekonomika: Jurnal Ilmu Ekonomi
Section
Articles

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