PENGARUH VARIAN MENU DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA AYAM RACIKEN TALASALAPANG

Ditawati. 2024. The Influence of Menu Variations and Service Quality on Purchase Decisions at Ayam Raciken Talasalapang, supervised by Yuswari Nur and Nurlaela.
Thisstudy aimsto analyze (1) The partial influence of menu variations and service quality on purchase decisions at Ayam Raciken Talasalapang. (2) The simultaneous influence of menu variations and service quality on purchase decisions at Ayam Raciken Talasalapang. (3) The most dominant variable
influencing purchase decisions at Ayam Raciken Talasalapang.
The research sample consisted of 50 respondents who are consumers of Ayam Raciken Talasalapang. This research uses multiple linear regression analysis methods with data collection using a questionnaire with a Likert scale.
The results of this study show that (1) Menu variations have a positive partial influence on purchase decisions at Ayam Raciken Talasalapang.
Meanwhile, service quality does not partially influence purchase decisions at Ayam Raciken Talasalapang. (2) Menu variations and service quality simultaneously have a positive effect on purchase decisions at Ayam Raciken
Talasalapang. (3) Menu variations are the variable that has the most dominant influence on purchase decisions at Ayam Raciken Talasalapang.