THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND SERVICE QUALITY ON PURCHASING DECISIONS AT RESTAURANTS

Abstract

The culinary industry in Indonesia is experiencing rapid growth which is reflected in the phenomenon of increasing various culinary businesses offering a variety of dishes, including both local and international culinary delights. This development not only illustrates the richness of Indonesia's rich culinary culture, but also reflects the public's fascination with the variety of flavors and culinary experiences. This research aims to investigate the influence of price, product quality and service quality on consumer purchasing decisions at Mie Gacoan restaurants in Bekasi City. This research uses a quantitative approach with a population of 30 samples taken accidentally through a questionnaire and analyzed with the help of SPSS 25.0. The research results show that price partially has a positive and significant effect on purchasing decisions. Product quality partially has a positive and significant effect on purchasing decisions. Service quality partially has a positive and significant effect on purchasing decisions. Furthermore, simultaneously the three dependent variables also influence purchasing decisions with a magnitude of 60.1%.