Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian Konsumen pada Concepts Waroeng

Abstract

The purpose of this study is to determine the effect of product quality and service quality on purchasing decisions at Waroeng Concepts in Paya Karangasem. The population in this study are customers at Concepts Waroeng in Paya Karangasem which occurred during 2021 at Concepts Waroeng in Paya Karangasem, totaling 904 people. The number of samples used in this study were 90 respondents who were determined by the Accidental Sampling Technique. Data collection was carried out through observation, interviews, questionnaires, documentation and literature. The data analysis technique used is validity test, reliability test, classical assumption test, multiple linear regression analysis, analysis of the coefficient of determination and simultaneous significant test (t test and f test). Based on the research results, it can be seen that: Product Quality and Service Quality have a positive and significant effect on purchasing decisions partially or simultaneously. The magnitude of the influence of the independent variables on Customer Satisfaction is 64.9%. Looking at the research results, Concepts Waroeng in the future must make their food as unique as possible by creating food with an authentic and different level of spiciness so that customers always feel comfortable, satisfied and interested in making purchases at Concepts Waroeng