ANALISIS DAMPAK KUALITAS PRODUK, KUALITAS PELAYANAN DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA EAT AJA TASTY BURGER

Abstrak

Tujuan dari penelitian ini adalah untuk mengetahui dan menjelaskan Dampak faktor-faktor seperti suasana toko, kualitas pelayanan, dan kualitas produk terhadap keputusan pembelian Eat Aja Tasty Burgers. Metodologi kuantitatif asosiatif digunakan dalam penelitian ini. Metode Non Probability Sampling yang dipadukan dengan pendekatan Accidental Sampling digunakan dalam penelitian ini. Dengan jumlah responden sebanyak 96 orang, populasi penelitian ini adalah pelanggan yang pernah melakukan pembelian di gerai Eat Aja Tasty Burger. Angket digunakan sebagai metode pengumpulan data dalam penelitian ini, dan diolah menggunakan SmartPLS Versi 4. Temuan penelitian menunjukkan bahwa keputusan konsumen di Eat Aja Tasty Burger dipengaruhi secara positif dan signifikan oleh kualitas suasana toko, layanan, dan produk.

The purpose of this research is to determine and explain the impact of factors such as store atmosphere, service quality, and product quality on purchasing decisions for Eat Aja Tasty Burgers. Associative quantitative methodology was used in this research. The Non Probability Sampling method combined with the Accidental Sampling approach was used in this research. With a total of 96 respondents, the population of this study were customers who had made purchases at Eat Aja Tasty Burger outlets. A questionnaire was used as a data collection method in this research, and processed using SmartPLS Version 4. Research findings show that consumer decisions at Eat Aja Tasty Burger are influenced positively and significantly by the quality of the store atmosphere, service and products.