PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, HARGA, LOKASI DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA SAFARI CAFE PADANG

Abstract

This study aims to determine the effect of product quality, service quality, price, location and store atmosphere on purchasing decisions on Safari Café Padang. The sample in this study is that consumers who make purchases of food and drinks at the Safari Café Padang with 138 respondents. The sampling technique is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using the T-test statistical test to prove the effect of the independent variable on the dependent variable partially or individual.
The results of this study found that the quality of products, quality of service and store atmosphere positive and significant impact on purchasing decisions. while price and location are unsignificant and negative effect on purchasing decisions in safari café Padang.
Keywords: product quality, service quality, price, location, store atmosphere, purchasing decisions
PENDAHULUAN
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