International Journal of Scientific and Research Publications

IJSRP, Volume 4, Issue 1, January 2014 Edition [ISSN 2250-3153]


Influence of Promotional Mix and Price on Customer Buying Decision toward Fast Food sector: A survey on University Students in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia
      Christina Sagala, Mila Destriani, Ulffa Karina Putri, Suresh Kumar
Abstract: This research investigates the influence of promotional mix and price on consumer buying decision towards fast food. A survey of university student in Jabodetabek. Descriptive researched was used to 300 correspondents as the consumer of fast food products. Data were collected through online questionnaire. The result of questioner then will be analyzed by SPSS statistics, which are factor analysis, reliability test, and regression analysis. It is found that the promotional mix and price has significant influence towards consumer buying decision in fast food industry.

Reference this Research Paper (copy & paste below code):

Christina Sagala, Mila Destriani, Ulffa Karina Putri, Suresh Kumar (2018); Influence of Promotional Mix and Price on Customer Buying Decision toward Fast Food sector: A survey on University Students in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia; Int J Sci Res Publ 4(1) (ISSN: 2250-3153). http://www.ijsrp.org/research-paper-0114.php?rp=P252200
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