PENGARUH KUALITAS LAYANAN, HARGA, LOKASI TERHADAP KEPUTUSAN PEMBELIAN LAZIZAA CHICKEN & PIZZA DI JOMBANG

Abstract

The current business world competition is getting more competitive. It encourages business practitioners to
dominate the market through various kinds of product and service innovations which will be offered. Each
business practitioner should know how to meet the needs and the desires of their customers. The research object
is Lazizaa Chicken & Pizza Jombang and the respondent isthe customer with minimum age is 17 years old who
has ever purchased and gained benefit from Lazizaa Chicken & Pizza Jombang. The sample collection technique
has been done by using purposive sampling, the sample determination has been carried out by using certain
consideration. The data has been obtained by issuing questionnairesto 100 samples as respondents. The analysis
technique has been carried out by using multiple linear regressions analysis and hypothesis test has been done by
using t test.The result of the hypothesis test shows that these three independent variables which has been
examined, partially give significant influence to the customer satisfaction as the dependent variable. Purchasing
decision (Y), service quality (X1), price (X2) and place (X3). The result of model feasibility test analysis shows
that all variables simultaneously give significant influence to the purchasing decision.

Keywords: Service quality, price, place, purchasing decision