Pengaruh Kualitas Pelayanan, Harga Dan Lokasi Terhadap Keputusan Pembelian Di Rumah Makan Sederhana Sumbersuko Lumajang

Abstract

This study aims to determine the effect of service quality, price and location on the decision to simple restaurant sumbersuko. This research is a quantitative research by finding associative association which is causal or research which is asking about relationship between two or more variables and causal character. Samples taken are 40 people. The sample technique used is a simple random sample. The results of this study indicate that partially price has no significant effect on purchasing decisions, the location has a significant effect on purchsing decisions, and service quality has a significant effect on purchasing decisions. Simultaneously service quality, price ang location have a significant effect on buying decision of simple restaurant sumbersuko. The doubled linier regression function is produced Y= 4,028+ – 1,589X1 + 116X2 – 1,459X3 + e. The result of coefficient of determination indicates that the amount of 74,6% purchase decision can be explained by independent variables store atmosphere, location, and product diversity, while the rest purcasing decisions are influenced by other variables not examined in this study. The limitations of this study is to examine the mood of service quality, price, location as a factor influencing purchasing decisions, while other variables that can influence purcasing decisions are expected to be examined by subsequent researchers in different periods and internet services.