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).