PENGARUH LOKASI, HARGA, KUALITAS PELAYANAN, KUALITAS PRODUK DAN FASILITAS TERHADAP FASILITAS (Studi Kasus Pada Konsumen Rumah Makan Ayam Goreng Nelongso Sukun)

Abstract

ABSTRACT

This study aims to find out and analyze the influence of location, price, service quality, product quality and facilities on Nelongso Fried Chicken restaurants. The population of this research is consumers of Fried Chicken Nelongso. The sample used in this study was accidental sampling, that is, the sampling technique was based on coincidence with 99 respondents. This type of research is Explanatory Research and data collection using a questionnaire. Data analysis in this study uses SPSS version 16. The data testing methods used in this study include validity test, reliability test, classic assumption test and multiple linear regression analysis, and testing the research hypothesis.

The results of this study are that there is a positive and significant influence between location, price, service quality, product quality on purchasing decisions. Whereas the facility variable has a negative influence and is not significant. The results of the analysis using the coefficient of determination indicate that around 59.5% of the variation in purchasing decisions can be explained by the five independent variables. While the remaining 40.5% is caused by other variables not included by the researcher.

 

Keywords: Location, Price, Service Quality, Product Quality, Facilities and Customer Satisfaction