?url_ver=Z39.88-2004&rft_id=2113031046&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PROMOSI+(CITA+RASA+DAN+HARGA)+TERHADAP%0D%0AKEPUTUSAN+PEMBELIAN+DENGAN+MEMPERHATIKAN%0D%0AKEPUASAN+PELANGGAN+RUMAH+MAKAN+PECEL%0D%0ALELE+MBAH+TEJO+BANDAR+LAMPUNG&rft.creator=Nurlisda+%2C+Syahrani+&rft.subject=300+Ilmu+sosial&rft.subject=370+Pendidikan&rft.subject=407+Pendidikan%2C+riset+dan+topik+terkait+tentang+Bahasa&rft.description=Penelitian+ini+di+latarbelakangi+oleh+persaingan+bisnis+kuliner+yang+semakin%0D%0Aketat%2C+sehingga+pelaku+usaha+dituntut+untuk+menerapkan+strategi+promosi+yang%0D%0Aefektif+guna+menarik+dan+mempertahankan+pelanggan.+Promosi+yang+dilakukan%0D%0Amelalui+peningkatan+kualitas+cita+rasa+dan+penetapan+harga+yang+kompetitif%0D%0Adiharapkan+dapat+memengaruhi+keputusan+konsumen+dalam+melakukan%0D%0Apembelian.%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+pengaruh+promosi+melalui%0D%0Avariabel+cita+rasa+dan+harga+terhadap+keputusan+pembelian+dengan%0D%0Amempertimbangkan+kepuasan+pelanggan+di+Rumah+Makan+Pecel+Lele+Mbah+Tejo%0D%0ABandar+Lampung.%0D%0AJenis+penelitian+ini+adalah+kuantitatif+dengan+pendekatan+survei.+Data%0D%0Adiperoleh+melalui+penyebaran+kuesioner+kepada+105+responden+yang+merupakan%0D%0Apelanggan+Rumah+Makan+Pecel+Lele+Mbah+Tejo.+Teknik+pengambilan+sampel%0D%0Ayang+digunakan+adalah+purposive+sampling.+Data+dianalisis+menggunakan+metode%0D%0Aregresi+linier+berganda+untuk+mengetahui+pengaruh+variabel+bebas+terhadap%0D%0Avariabel+terikat%2C+baik+secara+simultan+maupun+parsial.%0D%0AHasil+penelitian+menunjukkan+bahwa+variabel+cita+rasa+dan+harga%0D%0Aberpengaruh+positif+dan+signifikan+terhadap+keputusan+pembelian.+Selain+itu%2C%0D%0Akepuasan+pelanggan+terbukti+memperkuat+hubungan+antara+promosi+dan%0D%0Akeputusan+pembelian.+Artinya%2C+semakin+baik+cita+rasa+dan+semakin+sesuai+harga%0D%0Ayang+ditawarkan%2C+maka+semakin+tinggi+kepuasan+pelanggan%2C+yang+pada+akhirnya%0D%0Aberdampak+positif+terhadap+keputusan+untuk+membeli.+Penelitian+ini+menyarankan%0D%0Aagar+pelaku+usaha+kuliner+terus+meningkatkan+kualitas+produk+dan%0D%0Amempertimbangkan+strategi+harga+yang+sesuai+dengan+persepsi+pelanggan+sebagai%0D%0Abagian+dari+upaya+promosi+yang+berkelanjutan.%0D%0AKata+Kunci%3A+Cita+Rasa%2C+Harga%2C+Kepuasan+Pelanggan%2C+Keputusan+Pembelian%2C%0D%0APromosi%0D%0A%0D%0AThe+background+of+this+research+is+based+on+the+increasingly+tight+competition+in%0D%0Athe+culinary+business%2C+which+requires+business+actors+to+implement+effective%0D%0Apromotional+strategies+to+attract+and+retain+customers.+Promotions+carried+out%0D%0Athrough+improved+taste+quality+and+competitive+pricing+are+expected+to+influence%0D%0Aconsumer+purchasing+decisions.+This+study+aims+to+determine+the+influence+of%0D%0Apromotion+through+the+variables+of+taste+and+price+on+purchasing+decisions%2C+by%0D%0Ataking+into+account+customer+satisfaction+at+Pecel+Lele+Mbah+Tejo+Restaurant+in%0D%0ABandar+Lampung.+This+is+a+quantitative+study+using+a+survey+approach.+Data%0D%0Awere+obtained+through+questionnaires+distributed+to+105+respondents+who+are%0D%0Acustomers+of+Pecel+Lele+Mbah+Tejo+Restaurant.+The+sampling+technique+used+was%0D%0Apurposive+sampling.+The+data+were+analyzed+using+multiple+linear+regression+to%0D%0Adetermine+the+influence+of+the+independent+variables+on+the+dependent+variable%2C%0D%0Aboth+simultaneously+and+partially.+The+results+showed+that+taste+and+price%0D%0Avariables+had+a+positive+and+significant+effect+on+purchasing+decisions.+In%0D%0Aaddition%2C+customer+satisfaction+was+proven+to+strengthen+the+relationship+between%0D%0Apromotion+and+purchasing+decisions.+This+means+that+the+better+the+taste+and+the%0D%0Amore+appropriate+the+price+offered%2C+the+higher+the+customer+satisfaction%2C+which+in%0D%0Aturn+has+a+positive+impact+on+the+decision+to+purchase.+This+study+suggests+that%0D%0Aculinary+business+owners+should+continue+to+improve+product+quality+and%0D%0Aconsider+pricing+strategies+that+align+with+customer+perceptions+as+part+of%0D%0Asustainable+promotional+efforts.%0D%0AKeywords%3A+Taste%2C+Price%2C+Customer+Satisfaction%2C+Purchase+Decision%2C+Promotion&rft.publisher=FAKULTAS+KEGURUAN+DAN+ILMU+PENDIDIKAN&rft.date=2025-04-16&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88461%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88461%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88461%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Nurlisda+%2C+Syahrani+++(2025)+PENGARUH+PROMOSI+(CITA+RASA+DAN+HARGA)+TERHADAP+KEPUTUSAN+PEMBELIAN+DENGAN+MEMPERHATIKAN+KEPUASAN+PELANGGAN+RUMAH+MAKAN+PECEL+LELE+MBAH+TEJO+BANDAR+LAMPUNG.++FAKULTAS+KEGURUAN+DAN+ILMU+PENDIDIKAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F88461%2F