Exploring the Impact of Quality, Price, and Promotion on Customer Purchase Decisions at Fast-Food Restaurant: A Quantitative Approach

Abstract

This study examines the influence of product quality, price and promotion on purchasing decisions at Hokben Kitchen in Babakan Madang, Bogor, West Jawa, Indonesia. A quantitative approach was used to collect data from 100 respondents using structured questionnaires and analyzed using multiple regression. The results show that product quality and price have a significant influence on the purchase decision, while promotions have only a non significant effect. The novelty of the study lies in the fact that it focuses on specific behaviors of fast food consumers in a localized Indonesian context and thus provides insights for marketing strategies in similar sectors. The key recommendations relate to improved quality control, competitive pricing and targeted promotions.