PENGARUH HARGA, LOKASI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN NASI KEBULI TARIM

Abstract

This research aims to determine and analyze the effect of price, location, and service quality on the purchasing decisions of Nasi Kebuli Tarim restaurant, Surabaya. The study is descriptive-quantitative. Furthermore, the population consists of all consumers of Nasi Kebuli Tarim restaurant in Surabaya. In line with that, there were 100 respondents who were taken as samples using the Lemeshow formula. The data analysis technique used data instrument test, multiple linear regression, classical assumption test, proper model test (F-test), and hypothesis test (t-test) with SPSS (Statistical Product and Service Solution) 26 version. The result indicates that price has a positive and significant effect on the consumers’ purchasing decisions of Nasi Kebuli Tarim restaurant in Surabaya. However, location does not affect the consumers’ purchasing decisions of Nasi Kebuli Tarim restaurant in Surabaya. In contrast, service quality has a positive and significant effect on the consumers’ purchasing decisions of Nasi Kebuli Tarim restaurant in Surabaya.