Pengaruh Cita Rasa dan Kualitas Pelayanan terhadap Keputusan Pembelian Pada Warung Makan Babi Guling Dirr di Gianyar

Abstract

This research aims to determine the influence of taste and service quality on purchasing decisions at the Babi Guling Dirr Food Stall in Gianyar. This research was conducted at Babi Guling Dirr in Gianyar. The number of samples in this research was 100 consumers with the sample determination method, namely the accidental sampling method. Data collection methods during this research were observation, interviews, documentation and questionnaires. The data analysis techniques used are multiple linear regression analysis, coefficient of determination test, partial test and simultaneous test. The results in this research are that taste partially has a positive and significant effect on purchasing decisions, so H1 is accepted. Service quality partially has a positive and significant effect on purchasing decisions, so H2 is accepted. There is a simultaneous positive and significant influence between taste and service quality together on purchasing decisions, so H3 is accepted.