Pengaruh Cita Rasa,Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Produk Prima Bakery di Sidoarjo

Abstract

Today's business competition is growing rapidly. Every entrepreneur is required to face
competition with the right strategy, namely by paying attention to taste, service quality, and
location. Taste plays a role in assessing how acceptable a food is. In addition, the quality of
service must also be considered because it is a benchmark for assessing how good and bad the
services provided to consumers are. Location is the company activity that makes the product
available to the target audience. The existence of a strategic location selection is one of the
factors that influence purchasing decisions. This study uses quantitative methods with survey
research using a questionnaire as an instrument. Processing the questionnaire using the SPSS
24 application. The research population is consumers who have visited and made a decision
to purchase bread at Prima Bakery in Sidoarjo. The research sample used a non-probability
sampling method with a purposive sampling technique of 100 respondents. The data analysis
technique used is multiple linear regression. The results showed that taste and location had a
positive influence on purchasing decisions. While the quality of service does not have a positive
and significant effect on purchasing decisions. The results of this study can be used as a basis
for developing the Prima Bakery business to improve purchasing decisions in terms of taste,
service quality and location.