PENGARUH KUALITAS PELAYANAN, LOKASI, HARGA DAN CITA RASA TERHADAP KEPUTUSAN PEMBELIAN DI WARUNG NASI GORENG CABE IJO KAK MAYA RANTAUPARAPAT

Abstract

This study aims to determine the effect of service quality, location, price and taste on purchasing decisions at the Nasi Goreng Cabe Ijo Kak Maya Rantauprapat. This type of research is associative research. Data collection in this study was carried out through a survey approach with a quantitative descriptive research type by distributing questionnaires to 100 respondents. Data collection techniques were carried out using interviews, questionnaires and documentation studies. The data analysis tool used in this study used SPSS. The data analysis technique in this study is descriptive analysis. The results of the study indicate that service quality, location, price and taste have a significant influence on purchasing decisions. seen from the Adjusted R Square value of 0.388, this can be interpreted that the variables of service quality, location, price and taste can influence purchasing decisions by 38.8% while the rest or 62.2% is influenced by other factors. which were not examined in this study. Keywords: Service Quality, Location, Price, Taste, Purchasing Decisions