The Influence of Product, Location and Service Quality On Purchasing Decisions Donuts Baby Sungai Penuh

Authors

  • Muhammad Fauzan Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci, Sungai Penuh, Indonesia
  • Rizky Indra Saputra Program Studi Manajemen, Universitas IBBI, Medan, Indonesia
  • Agus Setiono Program Studi Manajemen, Sekolah Tinggi Ilmu Manajemen Sukma, Medan, Indonesia
  • Regen Program Studi Manajemen, Sekolah Tinggi Ilmu Manajemen Sukma, Medan, Indonesia

Keywords:

Product, Location, Service Quality, Purchase Decision

Abstract

This study aims to determine: 1) Do product, location and service quality have partial and simultaneous influence on the decision to purchase baby donuts? 2). How big is the influence of product, location and service quality partially and simultaneously on the decision to buy baby donuts? The research methodology used is descriptive qualitative and descriptive quantitative approaches. The research results are; 1) Partially there is an effect of product on purchasing decisions, partially there is influence of location on purchasing decisions, partially there is no influence of service quality on purchasing decisions, and simultaneously there is influence of product, location, quality of service on purchasing decisions. 2) partially, the magnitude of the influence of the product on purchasing decisions is 17.18%., the magnitude of the influence of location on purchasing decisions is 12.83%, the magnitude of the influence of service quality on purchasing decisions is 1.71%. And Simultaneously the amount of influence between product, location and quality of service on purchasing decisions is 31.7%.

Downloads

Download data is not yet available.

References

M. Abdul et al., “Analisis Faktor Yang Mempengaruhi Konsumsi Fast Food Pada Remaja,” JK J. Kesehat., vol. 1, no. 1, pp. 230–237, 2023.

K. T. Paramesthi and L. Kusumawardhani, “Persepsi Konsumen terhadap Brand Reputasi Kentucky Fried Chicken ( KFC ) dalam Gerakan Boikot,” MUKASI J. Ilmu Komun., vol. 3, no. 4, pp. 296–310, 2024, doi: 10.54259/mukasi.v3i4.3297.

Nursamsi, N. E. Nur, and Mansur, “Faktor-Faktor Yang Mempengaruhi Kualitas Pelayanan Terhadap Kepuasan Konsumen ( Studi Kasus : KFC Mall Panakkukang Kota Makassar Sulawesi Selatan,” JAGO TOLIS J. Agrokompleks Tolis, vol. 3, no. 3, pp. 113–122, 2023.

C. A. Hasibuan and H. Ibrahim, “Strategi Pemasaran Internasional Restoran Cepat Saji Kentucky Fried Chicken ( KFC ) untuk Meningkatkan Penjualan di Kota Medan,” J. Minfo Polgan, vol. 12, pp. 2513–2522, 2023.

S. Rahayu, “Strategi Pemasaran Produk Dalam MeningkatkanKepuasan Pelanggan,” J. Penelit. Dan Pengkaj. Ilm. Sos. Budaya(JPPISB), vol. 2, no. 1, pp. 109–113, 2023.

M. Napitupulu, C. Elisabeth, and D. Julia, “Strategi Yamaha dalam Menggeser Persepsi Dominan Kompetitor di Pasar Sepeda Motor Indonesia melalui Inovasi dan Pengalaman Berkendara di Kota Medan,” Ju rn al Pen gabdian Masy arakat dan Ris. Pen didikan, no. 2, pp. 293–305, 2025.

S. Utami, U. N. Makassar, K. Makassar, and S. Selatan, “Pengaruh Kemasan Produk Dan Variasi Menu Terhadap Daya Tarik Konsumen Pada Umkm Jasa Catering,” vol. 2, no. 5, pp. 471–491, 2025.

A. Prabowo, T. A. Nasution, A. A. Adam, T. N. Sari, and N. Zahara, “Kepuasan Berbasis Data: Analisis Multidimensi Tentang Kualitas dan Harga Pada Niat Perilaku Konsumen Pizza Hut Delivery Medan Marelan,” vol. 15, no. 1, pp. 9–24, 2025.

G. Armstrong and P. Kotler, Principles of Marketing, 17th ed. New York, 2017.

D. Ananda and A. S. Hegiarto, “Strategi Marketing Dalam Meningkatkan Penjualan Pada E-Commerce (Studi Pada Diana Collection ),” J. Ilm. Wahana Pendidik., vol. 11, pp. 261–271, 2025.

P. Agustina and H. Ali, “Pengaruh Kualitas Produk , Promosi dan Tempat terhadap Keunggulan Bersaing,” J. Manaj. dan Pemasar. Digit., vol. 3, no. 2, pp. 100–107, 2025.

T. Febriyanto and D. Ambarwati, “Pengaruh Kualitas Produk Dan Saluran Distribusi Terhadap Keputusan Pembelian Produk Sari Nanas Segar Studi Kasus Konsumen PT Putra Jaya Nanas Desa Sidorejo Kecamatan Ponggok Kabupaten Blitar,” JBEP J. Bisnis, Ekon. Syariah, dan Pajak, no. 2, 2024.

D. A. Gusfi, A. Widodo, C. K. Dewi, N. Rubiyanti, and A. Silvianita, “Pengaruh User experience Terhadap Customer Satisfaction dengan E-service quality Sebagai Mediator pada Blibli : A Conceptual Paper,” J. Indones. Manaj. Inform. dan Komunikasi(JIMIK), vol. 5, no. 2, pp. 2011–2023, 2024.

P. Kotler and G. Armstrong, Principles of Marketing, 15e ed. New York: Pearson Education, 2014.

A. Buchari, Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta, 2011.

Downloads

Published

2026-02-18

Issue

Vol. 1 No. 2 (2025): December 2025

Section

Articles

License

Copyright (c) 2025 Muhammad Fauzan, Rizky Indra Saputra, Agus Setiono, Regen

Creative Commons License

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