Pengaruh Cita Rasa, Kualitas Layanan, dan Persepsi Harga Terhadap Keputusan Pembelian di Gado-Gado Arjuna Surabaya. (The Influence of Taste, Service Quality, and Price Perception on Purchase Decisions at Gado-Gado Arjuna Surabaya).

Adilah, Namira (2024) Pengaruh Cita Rasa, Kualitas Layanan, dan Persepsi Harga Terhadap Keputusan Pembelian di Gado-Gado Arjuna Surabaya. (The Influence of Taste, Service Quality, and Price Perception on Purchase Decisions at Gado-Gado Arjuna Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to test and analyze the effect of Taste, Service Quality, and Price Perception on Purchasing Decisions at Gado-Gado Arjuna Surabaya. The method in this study uses quantitative research methods. This research was conducted on Gado-Gado Arjuna consumers in Surabaya. With a sample size of 100 respondents collected using questionnaires and the analysis techniques used are descriptive tests, validity tests, reliability tests, multiple linear regression analysis tests, and hypothesis testing using SPSS 25. The results of this study are Taste, Service Quality, and Price Perception simultaneously have a significant effect on purchasing decisions at Gado-Gado Arjuna Surabaya. Partially, the taste variable has no significant effect on purchasing decisions at Gado-Gado Arjuna Surabaya. Partially, the service quality variable has no significant effect on purchasing decisions at Gado-Gado Arjuna Surabaya. Partially, the price perception variable has a significant effect on purchasing decisions at Gado-Gado Arjuna Surabaya. It is recommended that Gado-Gado Arjuna is expected to focus on taste and service quality knowing that these variables are not significant in purchasing decisions, to continue to improve taste and service efficiency can improve the overall customer experience. Given that perceived price has a more significant influence on purchasing decisions, Gado-gado Arjuna Surabaya management should focus on competitive pricing strategies to attract more customers. For future researchers, it is recommended to expand the research variables by including other factors that can also influence purchasing decisions such as location and brand reputation.

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