ANALISIS PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN WAROENG TAMAN SINGOSARI DI SEMARANG

Abstract

The phenomenon of growing food service business in Semarang which has influenced consumer’s purchasing decision, especially in the selection of places to eat become the background of this study. In particular, the study is done by developing a model to analyze consumer’s purchasing decision of foods and beverages in Waroeng Taman Singosari Restaurant. This restaurant also known as Watasi has been experienced sales fluctuations which tend towards for decreasing since January 2010 through January 2011. Therefore, the problem in this study is “How to improve consumer purchasing decision on products in Waroeng Taman Singosari?”. Two variables that influence the purchasing decision, product quality and service quality are selected in this study. Basically, the purpose of this study is to analyze the influence of these two independent variables on purchasing decision. This study was conducted by a questionnaire and used accidental sampling technique (part of the non-probability sampling method) to 96 consumer, which were incidentally meet in Watasi. The Analysis of data obtained in the form of quantitative and qualitative. A quantitative analysis are including validity and reliablity test, the classic assumption test, multiple regression analysis test, goodness of fit test through the F test, t test and also the regression coefficient analysis (R2). The qualitative analysis constitutes interpretation of the data which have been collected in this study before and the results of processing data have been implemented by providing descriptions and explanations. The results of this study indicates that all independent variables have simultaneous affect on the purchasing decision positively and also have a positive affect on purchasing decision individually. Thus, quality product and service quality have positive affect and significant on the purchasing decision of food and beverages in Waroeng Taman Singosari Restaurant, where the service quality is the most dominant variable with value of 47,8%