The Influence of Promotion, Location, and Price on Purchase Intention for Fritto Chicken in MedanAsk ChatGPT

Abstract

The purpose of this research is to determine whether Fritto Chicken in Medan is more or less attractive to consumers depending on factors such as pricing, location, and promotion. This study employed a quantitative research method using descriptive quantitative theory to analyze the phenomenon under investigation. A total of 120 respondents, representing the customer population of Fritto Chicken in Medan, participated in the survey. Multiple linear regression was the method of data analysis. The F-test results showed that promotion, location, and price all simultaneously had a significant effect on purchase interest (f-count 177.360 > f-table 3.96, p < 0.05). The t-test indicated that both promotion and price had a positive and significant influence on purchase interest, whereas location had no significant effect. The adjusted R² value of 0.816 indicates that 82.1% of the variance in purchase interest can be explained by the three variables, while the remaining 17.9% is influenced by other factors not included in this study.