{"data":{"id":5888,"url":"https:\/\/repo.xbbh.net\/items\/5888","status":"published","type":"thesis","title":"PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP  \nKEPUTUSAN PEMBELIAN KONSUMEN \nDI BURGER KING BANDUNG INDAH PLAZA","title_alt":null,"abstract":"Perkembangan dunia kuliner terutama bisnis makanan cepat saji saat terjadi \ncukup pesat, dengan perkembangan yang pesat membuat persaingan semakin ketat. \nHal itu tentu menuntut perusahaan salah satunya Burger King untuk terus maju dan \nberkembang dalam mempertahankan perusahaannya dengan cara meningkatkan \nkualitas produk dan mempertimbangkan harga agar perusahaannya bisa terus stabil \ndan terciptanya keputusan pembelian yang berakibat pada peningkatan penjualan. \nPenelitian ini bertujuan untuk mengetahui, mendeskripsikan dan \nmenganalisis Pengaruh Kualitas Produk Terhadap Keputusan Pembelian di Burger \nKing Bandung Indah Plaza secara simultan maupun parsial. Metode penelitian yang \ndigunakan adalah metode deskriptif asosiatif dengan jumlah sampel sebanyak 98 \nresponden. Pengujian instrumen penelitian menggunakan uji validitas \ndanreliabilitas. Metode analisis data yang digunakan adalah analisis regresi \nberganda, korelasi berganda dan keofisiensi determinasi. \nHasil penelitian menunjukan bahwa terdapat pengaruh positif dan signifikan \nantara kualitas produk dan harga terhadap keputusan pembelian. Besarnya \npengaruh kualitas produk dan harga terhadap keputusan pembelian secara simultan \nsebesar 92,0% dan sisanya 8% yang berasal dari indikator yang tidak disertakan \npada peneliti ini. Secara parsial besarnya pengaruh kualitas produk terhadap \nkeputusan pembelian sebesar 21,9% dan pengaruh harga terhadap keputusan \npembelian sebesar 70,3%, sehingga dapat disimpulkan bahwa harga memberikan \npengaruh paling besar terhadap keputusan pembelian. \nKata kunci: Kualitas Produk, Harga, Keputusan Pembelian","abstract_alt":null,"creators":[{"role":"author","family_name":"Fadilah","given_name":"Rahma Nur","orcid":null,"national_id":"1111191020"},{"role":"advisor","family_name":"Surjono","given_name":"Welly","orcid":null,"national_id":"0414076602"}],"year":2023,"date_issued":"2023-04-15","publication":null,"volume":null,"issue":null,"pages":null,"publisher":null,"isbn":null,"issn":null,"doi":null,"official_url":null,"institution":"UNIVERSITAS SANGGA BUANA YPKP","id_number":null,"thesis_level":"bachelor","publication_status":"published","refereed":null,"keywords":["Kata kunci: Kualitas Produk","Harga","Keputusan Pembelian"],"language":"id","subjects":[],"divisions":[{"code":"61201","name":"S1 Manajemen","pddikti_code":"61201"}],"citation":"Fadilah, Rahma Nur (2023) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP  \nKEPUTUSAN PEMBELIAN KONSUMEN \nDI BURGER KING BANDUNG INDAH PLAZA. UNIVERSITAS SANGGA BUANA YPKP.","documents":[{"name":"1._COVER.pdf","section":"cover","mime_type":"application\/pdf","size":2058043,"sha256":"53337880e021bd894e214fb23d31f8a0e87f54cc311861f8d18a4538c2328a10","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/5888\/files\/11877\/1._COVER.pdf"},{"name":"7._BAB_I.pdf","section":"chapter_1","mime_type":"application\/pdf","size":2035938,"sha256":"278b5b13e93104d7f3b06234b0c44d8354f985d96d044614111c1538e5f1989a","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/5888\/files\/11878\/7._BAB_I.pdf"},{"name":"Rahma_Nur_Fadilah_1111191020_Revisi_Sidang_Akhir.docx","section":null,"mime_type":"application\/vnd.openxmlformats-officedocument.wordprocessingml.document","size":1127418,"sha256":"90ff574c3c03014283a2262247b53766ee4a94376527a74182697b689734f684","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/5888\/files\/11879\/Rahma_Nur_Fadilah_1111191020_Revisi_Sidang_Akhir.docx"},{"name":"2._LEMBAR_PENGESAHAN.pdf","section":"front_matter","mime_type":"application\/pdf","size":401366,"sha256":"749fb7d10251883358f0e9f6c0a4d3e01cd80f0397e5a020fe135469a20c210f","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/5888\/files\/11880\/2._LEMBAR_PENGESAHAN.pdf"},{"name":"5._ABSTRAK.pdf","section":"abstract","mime_type":"application\/pdf","size":2035854,"sha256":"8a0795cdbf264cae1e1a1521d1d83ff68e3fbefc96ef1ff12b54ba06ccb8a95e","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/5888\/files\/11881\/5._ABSTRAK.pdf"},{"name":"12._DAFTAR_PUSTAKA.pdf","section":"bibliography","mime_type":"application\/pdf","size":2035858,"sha256":"57235cbb51985cfda64ca7748c842171cfb1f1dd912e5da161cf0a3e89f646d9","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/5888\/files\/11882\/12._DAFTAR_PUSTAKA.pdf"},{"name":"3._LEMBAR_PERNYATAAN.pdf","section":"front_matter","mime_type":"application\/pdf","size":561614,"sha256":"68c2aba8db54cff1734ca36d3bcacfda3f9d3ff1d36dc6a34a9b10ae78142f2c","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/5888\/files\/11883\/3._LEMBAR_PERNYATAAN.pdf"}],"published_at":"2025-07-10T04:54:07+00:00","updated_at":"2026-10-31T07:13:35+00:00"}}