PENGARUH KUALITAS MAKANAN, PELAYANAN, HARGA DAN SUASANA RESTORAN TERHADAP KEPUTUSAN PEMBELIAN

Authors

  • Dita Wahyu Candra Sari, Sumaryanto & Setyaningsih Sri Utami

Abstract

The purpose of this study was to know the effect of quality of food, service, price
and store atmosphere on consumer purchasing decisions This study is a survey. The type
of data used quantitative and qualitative data. The data source used primary data
sources and secondary data. The study population is consumer Vien's Selat Segar dan
Sop Solo. The research sample of 100 people with accidental sampling technique. Data
collection technique used questionnaire, observation and literature. Data were analyzed
used multiple linear regression, t-test, F and coefficient of determination. The results
showed that the quality of food significantly effect on purchasing decisions. Services has
significantly effect on purchasing decisions. Price has significantly effect on purchasing
decisions. Store atmosphere does not significantly effect on purchasing decisions. The
coefficient of determination of 0,811 means that the contribution of variables influence
the quality of food, service, price and store atmosphere on purchasing decisions was
81,1%, while the remaining 18,9% is influenced by other variables not studied, for
example, is location.
Keywords: quaity of food, service, price, store atmosphere, purchasing decision

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Published

2017-09-16

Issue

Vol. 17 (2017): Jurnal Ekonomi dan Kewirausahaan

Section

Artikel

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