?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PERSEPSI+HARGA+DAN+KUALITAS+MAKANAN+CEPAT+SAJI%0D%0ATERHADAP+KEPUTUSAN+PEMBELIAN+KONSUMEN+PADA+KFC+GELAEL%0D%0ABANDAR+LAMPUNG+TAHUN+2015&rft.creator=RESTHANIA+TRIDHAWATI%2C+(1213031075)&rft.subject=HF+Commerce&rft.subject=HM+Sociology&rft.description=Keputusan+Pembelian+merupakan+salah+satu+bagian+dari+perilaku+konsumen+yang+merujuk%0D%0Apada+perilaku+membeli+konsumen+akhir+yang+membeli+barang+dan+jasa+untuk+konsumsi%0D%0Apribadi.+Proses+pengambilan+keputusan+pembelian+pada+setiap+orang+pada+dasarnya+adalah%0D%0Asama%2C+namun+proses+pengambilan+keputusan+tersebut+akan+diwarnai+oleh+ciri+kepribadian%2C%0D%0Ausia%2C+pendapatan+dan+gaya+hidupnya.%0D%0ABerdasarkan+penelitian+pendahuluan+yang+dilakukan+di+KFC+Gelael+Bandar+Lampung%0D%0Adiketahui+bahwa+keputusan+pembelian+konsumen+tergolong+rendah.+Tujuan+penelitian+ini%0D%0Aadalah+untuk+memperoleh+data+dan+mengetahui+pengaruh+positif+persepsi+harga+dan+kualitas%0D%0Amakanan+cepat+saji+terhadap+keputusan+pembelian+konsumen+pada+KFC+Gelael+Bandar%0D%0ALampung+tahun+2015.+Populasi+penelitian+ini+adalah+konsumen+KFC+Gelael+Bandar%0D%0ALampung.+Teknik+pengambilan+sampel+yaitu+accidental+sampling+dengan+meggunakan%0D%0Arumus+Tuckman+didapat+sebanyak+166+konsumen.+Metode+yang+digunakan+adalah+deskriptif%0D%0Averifikatif+dengan+menggunakan+pendekatan+expost+facto+dan+survey.+Hasil+penelitian%0D%0Amenunjukan+bahwa%2C+ada+pengaruh+persepsi+harga+dan+kualitas+makanan+cepat+saji+terhadap%0D%0Akeputusan+pembelian+konsumen+pada+KFC+Gelael+Bandar+Lampung+tahun+2015.%0D%0ABerdasarkan+analisis+data+diperoleh+Fhitung+102%2C209%3E+Ftabel+3%2C05+yang+ditunjukkan+dengan%0D%0Aregresi+linier+multiple+dengan+koefisien+determinasi+(r2)+0%2C556+yang+berarti+keputusan%0D%0Apembelian+konsumen+dipengaruhi+oleh+variabel+persepsi+harga+dan+kualitas+makanan+cepat%0D%0Asaji+sebesar+55%2C6+%25+sisanya+44%2C4%25+dipengaruhi+oleh+faktor+lain.%0D%0AKata+kunci%3A+keputusan+pembelian%2C+kualitas+makanan+cepat+saji%2C+persepsi+harga%0D%0A%0D%0A%0D%0AABSTRAK+BAHASA+INGGRIS%0D%0A%0D%0APurchase+decision+is+one+part+of+consumer+behavior+which+leads+to+the+buying+behavior+of%0D%0Afinal+consumers+who+purchase+goods+and+services+for+personal+consumption.+Purchase%0D%0Adecision-making+process+in+each+person+is+basically+the+same%2C+but+the+decision-making%0D%0Aprocess+will+be+varied+by+age%2C+income%2C+and+life+style.%0D%0ABased+on+preliminary+research+conducted+at+KFC+Gelael+Bandar+Lampung+known+that+the%0D%0Apurchasing+decisions+of+consumers+was+low.+The+purpose+of+this+study+was+to+collect+data%0D%0Aand+find+out+the+positive+influence+perceptions+of+price+and+quality+of+fast+food+on%0D%0Aconsumer+purchasing+decisions+at+KFC+Gelael+Bandar+Lampung+in+2015.+The+population%0D%0Awas+consumer+KFC+Gelael+Bandar+Lampung.+A+sampling+technique+used+was+accidental%0D%0Asampling+by+using+the+formula+Tuckman+obtained+166+customers.+The+method+used+was%0D%0Adescriptive+verification+using+ex+post+facto+approach+and+survey.+The+results+showed+that%0D%0Athere+was+the+influence+between+price+perception+and+fast+food+quality+on+consumer%0D%0Apurchasing+decisions+at+KFC+Gelael+Bandar+Lampung+in+2015.+Based+on+data+analysis+of%0D%0AFratio+102.209%3E+Ftable+3.05+as+indicated+by+multiple+linear+regression+with+a+coefficient+of%0D%0Adetermination+(r2)+0%2C556+which+means+consumer+purchasing+decisions+were+influenced+by%0D%0Aprice+perception+variable+and+fast+food+quality+55.6%25%2C+the+rest+44.4%25+was+influenced+by%0D%0Aother+factors.%0D%0AKeywords%3A+purchasing+decisions%2C+fast+food+quality%2C+price+perception+quality&rft.publisher=FAKULTAS+KEGURUAN+DAN+ILMU+PENDIDIKAN&rft.date=2016-02-17&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F3%2FCOVER%2520LUAR.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F1%2FABSTRACT.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F2%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F4%2FDAFTAR%2520GAMBAR.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F5%2FDAFTAR%2520ISI.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F6%2FDAFTAR%2520LAMPIRAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F7%2FDAFTAR%2520TABEL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F9%2FMOTO.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F122%2FMENYETUJUI.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F8%2FMENGESAHKAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F10%2FPERSEMBAHAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F11%2FRIWAYAT%2520HIDUP.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F21139%2F12%2FSANWACANA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