SKRIPSI: Pengaruh Lokasi, Promosi, Kualitas Pelayanan terhadap Keputusan Pembelian di Rumah Makan dan Kopi Camar Kawangkoaan

Christian, Imanuel Sampe (2023) SKRIPSI: Pengaruh Lokasi, Promosi, Kualitas Pelayanan terhadap Keputusan Pembelian di Rumah Makan dan Kopi Camar Kawangkoaan. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

A restaurant is a business that is believed to be a form of economic business that has pretty good prospects, even in a crisis. The restaurant or café business field that attracts the interest of many people. The purpose of this study was to find out how the influence of location, promotion, and service quality on purchasing decisions at kawangkoan gull coffee and restaurant. This research method is a quantitavie research with data collection techniques through distributing quetionnaires to 100 respondent who have visited and bought at kawangkoan gull restaurant and coffee, using validity tests, reability tests, multicollinearity tests, heteroscedasticity tests, and linear regression analysis double. The result of the location study has a positive and significant effect on purchasing decisions, promotion has a positive and significant effect on purchasing decisions, service quality has a significant positive effect on purchasing decisions. Based on the result of the coefficient of determination test (Adjusted R2) it shows that 77.1% of purchasing decisions are influenced by location, promotion and service quality variables, while the remaining 22.1% of purchasing decisions are influenced by other variables not included in this study

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