Pengaruh Atribut Rumah Makan Terhadap Keputusan Pembelian (Survei Pada Konsumen Rumah Makan Terminal Mie, Malang)

Abstract

The purpose of this research are to determine the effect of restaurant attributes on consumers' purchasing decision, and to explain the dominant variable on purchasing decision. Method survey used a sample survey, with a structured questionnaire as a research instrument, located at Terminal Mie Noodle House, Malang. 115 guests collected as respondents and the data was analyzed by statistical analysis. Desriptive analysis was used, and multiple regression with five variables, they were food, convenience, atmosphere, service, and purchasing decision. The result shows that there is significant and positive correlation between restaurant attributes and purchasing decision. Result also showed that service is the dominant variable affected for purchasing decision. The results could be advantage utility for restaurant owner or manager to maximize their resources better, and about to develope strategies for better service that will increase the purchasing decision level. The next research could be conducted by focusing more on different type of restaurant, whether main-course restaurant or appetizer restaurant