PENGARUH KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PAO PAO
Abstract
Zolid Agung Perkasa company is a company that runs in Food & Beverage
industry and has been established since February 2, 2015. In company sells product
that named Pao Pao, that is, the product with a various food menu that are focus
more on Chinese food. This product is done because there in an opportunity in
which nowadays many people want things all fast and affordable. The matter that
is consumers who purchase Pao Pao products do not purchase that cause unstable
sale.
The purpose of this research in this study aims to know where the effect of
service quality on consumer purchasing decision of Pao Pao. The variables in this
research are tangible (X1), reliability (X2), assurance (X3), responsiveness (X4),
empathy (X5) and purchasing decision (Y). The total population that used in this
research is 63 people. The sampling technique that in used in this research is nonprobability sampling by using saturated sampling technique. The number of
samples used 63 people. The analysis technique used in this research is multiple
regression analysis technique using SPSS version 20. The result of this research
shows that tangible (X1), reliability (X2), assurance (X3), responsiveness (X4),
empathy (X5) significanty affect the purchasing decision (Y).