PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN TESTIMONI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA KRIWIL FOOD

This research aims to determine product quality (X1), price perception (X2), and customer testimonials (X3) regarding purchasing decisions (Y) at the Kriwil Food Restaurant. The sample in this study was 100 people. Data analysis techniques include validity tests, reliability tests, normality tests, heteroscedasticity tests, multicollinearity tests, multiple linear regression analysis, and t tests. The research method used is descriptive quantitative. The research results show that in the validity test each question item on the variables (product quality, price perception, and customer testimonials) has a significance value of <0.05, so the data is declared valid. Next, there is a reliability test for each variable which has a cronbqach alpha value > 0.60 so that the question is declared reliable. Then, in the t test, it is known that each variable has a significance value of t < 0.05 and a t value > t table so that product quality, price perception and customer testimonials partially influence purchasing decisions at the Kriwil Food Restaurant.