ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA RESTORAN SEBAGAI VARIABEL INTERVENING
Abstract: The purpose
of this study is to explain the
effect of product quality, service quality and restaurant atmosphere
to influence purchase decisions,
where restaurant image
is used as an intervening
variable to the purchase decision at Pondok Ijo Weleri Kendal Restaurant.
This research is
done by taking
sample using purposive
sampling technique, that
is consumers who have visited and
bought some food in Pondok Ijo Restaurant at least once with average of age
14 years old up to 40 years and above. Data collection was obtained from
100 consumers of Pondok
Ijo Restaurant by giving questionnaires which consist
of open questions which is analyzed
qualitatively, and the
answer of the
closed questions were
analyzed using Multiple Linear regression method using SPSS 22
program.
The results of the analysis show that product quality, service quality
and store atmosphere have a positive
and significant influence on the
restaurant image, then
restaurant image has a
positive and significant influence on
purchase decisions.
Keywords: Product Quality,
Service Quality, Store Atmosphere, Restaurant Image, Purchase Decision
Penulis: Zati Hanani, Augusty
Tae Ferdinand
Kode Jurnal: jpmanajemendd180398
