PENGARUH PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN A&W RESTORAN KHAS AMERIKA DI CSB MALL CIREBON

Abstract

Customer decisions are a key factor in determining business success. A successful business is a business that can understand, meet, and even exceed customer expectations. The form of research used in this study is quantitative research with an associative quantitative approach. American A&W Restaurant Consumers at CSB Mall Cirebon have implemented 2 dimensions in price perception. The level of price perception implementation in American A&W Restaurant Consumers at CSB Mall Cirebon is in the sufficient category. Of the 2 dimensions of price perception at A&W CSB MALL Cirebon shows that the "price perception" dimension gets a score of 10.92 and the highest percentage of 36.4%, reflecting the perception of prices that have competitive prices and focus on the value provided. However, the dimension of "quality perception" still needs to be improved, considering that the score of 7.11 and the percentage of 23.7% obtained are in the low category, this shows that restaurants need to improve the quality aspect of the product to improve the perception of quality and increase satisfaction.

Keywords: price, quality, purchase decision