Pengaruh Persepsi Kualitas Produk dan Persepsi Nilai terhadap Minat Beli yang Berdampak pada Pengambilan Keputusan di Plan B Spanish Resto.

Abstract

When the competition is getting tougher, companies are required to be able to retain customers and win the competition. Therefore, it is necessary to examine the effect of perceived product quality, perceived value, on purchase intention. The respondents in this study were visitors who came to Plan B Spanish Resto. Sampling using purposive sampling. The research data were obtained by distributing questionnaires about the perception of product quality, perceived value of purchase interest and decision making to 100 respondents who had used ready-to-eat food products from Plan B Spanish Resto, by making repeated purchases. The results showed that the perception of product quality had a direct effect on purchase intention, the better the quality of a product, the more consumers would make a purchase, perceived value has a direct effect on purchase intention, with the value of a good product and an affordable price. it will create a desire to buy a product, purchase interest has a direct effect on decision making, so that the decision to purchase products made by consumers is based on the purchase intention.