PENGARUH KUALITAS LAYANAN, CITRA MEREK, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

The business development in the globalization era gives an impact in the tight competition and
difficult for company can penetrate market. In order to deal with tight and rapid competition, every
company is required to optimize the existing resources and to implement the right market strategy in
order to win the competition so that it can survive and grow in tight and rapid business competition
right now . This research is meant to analyze the influence of service quality, brand image, and place
to the purchasing decision at Dunkin Donuts Basuki Rahmat Surabaya. This research uses
quantitative approach. The samples in this research are 100 customers who have purchased at Dunkin
Donuts Basuki Rahmat Surabaya. The data collection has been done by issuing questionnaires. The
data analysis technique has been done by using multiple linear regressions analysis. The result of this
research shows that: (1) service quality has positive influence to the purchasing decision; (2) brand
image has positive influence to the purchasing decision; (3) place has positive influence to the
purchasing decision.

Keywords:Service Quality, Brand Image, Location, Purchasing Decision