Analisis Pengaruh Keragaman Menu Kualitas Pelayanan Terhadap Keputusan Konsumen Untuk Membeli Makanan Di RM. Restu Sari Bundo

Clarissa, Diva (2020) Analisis Pengaruh Keragaman Menu Kualitas Pelayanan Terhadap Keputusan Konsumen Untuk Membeli Makanan Di RM. Restu Sari Bundo. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to see the effect of menu diversity and service quality on consumer decisions to buy food at RM. Sari Bundo Pekanbaru. The sample selection method used was accidental sampling, that is, individuals or groups that just happened to be investigated, provided that the individual had already made a purchase at RM Restu Sari Bundo. Thus the number of samples in this study were 96 RM consumers. Sari Bundo Pekanbaru. The data analysis technique used is multiple linear regression. Partially all the independent variables of menu diversity and service quality affect the consumer's decision to buy food at RM. Sari Bundo Pekanbaru. Likewise simultaneously or together these two variables affect the consumer's decision to buy food at RM. Sari Bundo Pekanbaru. The analysis shows the value of R2 (coefficient of determination) or R Square of 0. 608 or 60.8%. This value can be interpreted that changes in the value of consumer decisions are influenced by changes in the value of the free variable diversity of menus and service quality by 60.8% while 39.2% is determined by changes in other factors that are not in the model.

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