PENGARUH LOKASI, HARGA DAN VARIASI MENU TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE OBIA DI KABUPATEN GOWA

Ardi. 2022. The Influence of Location, Price and Menu Variations on Purchase Decisions at Cafe Obia, Gowa Regency, supervised by Yuswari Nur and Shandra Bahasoan.
This study aims to determine: 1) the effect of location, price and menu variations on purchasing decisions at Cafe Obia in Gowa Regency partially, 2) the effect of location, price and menu variations on purchasing decisions at Obia Cafe in Gowa Regency simultaneously, 3) variables that the most dominant influence on purchasing decisions at Cafe Obia, Gowa Regency.
The research sample was totally 99 respondents who were buyers at Cafe Obia in Gowa Regency, the study used multiple linear regression analysis methods with data collection using questionnaires distributed by online to consumers of Cafe Obia in Gowa Regency.
The research results obtained are 1) Location is not sicnificant, while the Price and Menu Variations partially have an positive effect on purchasing decisions at Cafe Obia in the District Gowa, 2) Location, Price and Menu Variations have a positive effect simultaneously on purchasing decisions at Cafe Obia in Gowa Regency and 3) The most dominant variable influencing purchasing decisions at
Cafe Obia in Gowa Regency is menu variation itself.