Pengaruh Kualitas Produk, Kualitas Pelayanan, Lokasi dan Persepsi Harga terhadap Keputusan Pembelian di Steak Moen-Moen Depok Jawa Barat

Abstract

This research was designed to investigate product quality, service quality, price perceptions, and location at the Moen-Moen Steak restaurant located in Depok, West Java. The research population involved regular and potential consumers of Steak Moen-Moen in Depok. Through this research, it is hoped that in-depth insight can be gained into consumer preferences and perceptions of the key aspects that influence their experience at this restaurant. The data collection method used was accidental sampling with the application of the Roscoe technique, and the number of samples involved reached 100 respondents. The results show that the variables product quality, service quality, location and price perception influence purchasing decisions simultaneously. Partially, the two variables, service quality and price perception, influence purchasing decisions. However, the other two independent variables, namely product quality and location, do not influence purchasing decisions.