PENGARUH KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CAFE WAREG BENGKULU.

Abstract

The title of this research is the Effect of Servie Quality and Location on Purchasing
Decisions at Bengkulu Wareg Cafe. This research is based on the importance of
Purchasing in a company. Purchasing decisions can be affected by several factors. The
factors might be Service Quality and Location. This research aims to analyze the effect
of Service Quality and Location on Purchasing Decisions. The object of this research
was consumers who visit the Wareg Cafe at JL Hibrida Raya 11 of Bengkulu City. The
number of respondents was 112 people. The data collection method used was a
questionnaire. The techniques used were multiple regression analysis techniques, the
coefficient of determination test (R2), hypothesis testing T statistic test and F statistical
test. The results of the research can be concluded that the Service Quality and location
variables have a positive and significant effect on purchasing decisions.