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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Siti Maimunah
Universitas Malikussaleh
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE INFLUENCE OF SERVICE QUALITY AND MENU DIVERSITY ON PURCHASING DECISIONS AT CAFÉ SOCOLATTE PIDIE JAYA DISTRICT Erni Zahara; Agustinawati; Siti Maimunah; T. Edyansyah
MORFAI JOURNAL Vol. 4 No. 1 (2024): April
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i1.1475

Abstract

The purpose of this study was to determine and analyze the effect of service quality (Physical Evidence, Reliability, Responsiveness, Assurance, Empathy) and menu diversity on purchasing decisions at Café Socolatte, Pidie Jaya Regency. The data analysis technique used is multiple linear regression analysis using the SPSS program. The results showed that simultaneously service quality and menu diversity had a positive and significant effect on purchasing decisions at Café Socolatte, Pidie Jaya Regency. Partially, service quality, physical evidence of reliability, responsiveness, assurance, empathy and menu diversity have a positive and significant effect on purchasing decisions at Café Socolatte, Pidie Jaya Regency.
Co-Authors Agustinawati Erni Zahara T. Edyansyah