ANALISIS PENGARUH FASILITAS, HARGA, KUALITAS PELAYANAN DAN KERAGAMAN MENU TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN
Abstract
The purpose of this study to determine the significance of the effect of facility,
price, service quality, and diversity of menu to customer purchase decision. This
research uses a survey method which at Coffee Land Cafe & Resto in Karanganyar.
Sources of data in the form of primary data and secondary data. Data collection
techniques with questionnaires, interviews, and lilerature. The sampling technique uses
accidental sampling of 100 respondents. Data were analyzed using multiply linear
regression, t test, F test, and coefficient of determination. The results of this study
indicate that the facility significantly influence consumer purchase decision at Coffee
Land Cafe & Resto in Karanganyar, prices significantly influence consumer purchase
decision at Coffee Land Cafe & Resto in Karanganyar, service qualily significantly
influence consumer purchase decision at Coffee Land Cafe & Resto in Karanganyar,
diversity of menu significantly influence consumer purchase decision at Coffee Land
Cafe & Resto in Karanganyar. Four variables contributed 20,5 percent.
Keywords: facility, price, service quality, menu diversity, purchase decision
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