Al Dzacky, M. Fadil (2026) Pengaruh Variasi Menu, Harga, dan Lokasi terhadap Keputusan Pembelian Konsumen Pada Wizzmie Kartama Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the influence of menu variation, price, and location on consumer purchase decisions at Wizzmie Kartama. The research method used is a quantitative approach with a survey method through the distribution of questionnaires to 100 consumer respondents selected using purposive sampling technique. The research instruments were tested for validity and reliability, and the data were analyzed using multiple linear regression with the assistance of SPSS software. The results of the study show that partially menu variation, price, and location have an influence on consumer purchase decisions. Price is the most dominant variable in influencing purchase decisions. Furthermore, simultaneously menu variation, price, and location also influence consumer purchase decisions at Wizzmie Kartama, Pekanbaru City. In conclusion, menu variation, price, and location are important factors in shaping consumer purchase decisions at Wizzmie Kartama. Therefore, the company needs to manage these three aspects optimally in order to increase competitiveness and consumer buying interest.

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