Academia Open
Vol 8 No 1 (2023): June
Business and Economics

Fast-Food Consumer Purchasing Decisions: Quality, Price, and Service Impact
Pengaruh Kualitas Produk, Harga, dan Kualitas Layanan terhadap Keputusan Pembelian Konsumen: Studi Kasus Restoran Cepat Saji


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  • Vebia Afni Riszaini,
  • Lilik Indayani*
Vebia Afni Riszaini
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.8.2023.3939
Published June 26, 2023
Keywords
  • consumer purchasing decisions,
  • product quality,
  • price,
  • service quality,
  • fast-food restaurant
How to Cite
Riszaini, V. A., & Indayani, L. (2023). Fast-Food Consumer Purchasing Decisions: Quality, Price, and Service Impact. Academia Open, 8(1), 10.21070/acopen.8.2023.3939. https://doi.org/10.21070/acopen.8.2023.3939

Copyright (c) 2023 Vebia Afni Riszaini, Lilik Indayani

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This quantitative study investigates the influence of product quality, price, and service quality on purchasing decisions at a fast-food restaurant, utilizing a purposive sampling technique to gather data from 170 participants. Questionnaires were distributed using a modified 4-point Likert scale. The collected data underwent data quality testing, classic assumption testing, multiple linear regression analysis, and hypothesis testing. The findings reveal that product quality, price, and service quality each have a significant impact on purchasing decisions at the fast-food restaurant. Furthermore, the combined influence of these factors on purchasing decisions was also observed. This study highlights the importance of considering these factors to enhance consumer decision-making processes in the context of fast-food restaurants, thereby providing valuable insights for both practitioners and researchers in the field of consumer behavior.

Highlights:

  • Product quality, price, and service quality significantly influence consumer purchasing decisions at fast-food restaurants.
  • This study utilizes quantitative research methods and a purposive sampling technique to examine the impact of these factors.
  • The findings emphasize the importance of considering product quality, price, and service quality to enhance consumer decision-making processes in the fast-food industry.

Keywords: consumer purchasing decisions, product quality, price, service quality, fast-food restaurant.

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