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All Journal Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Abdimas Terapan: Jurnal Pengabdian Kepada Masyarakat Terapan Fundamentum: Jurnal Pengabdian Multidisiplin
Mirah Sandika
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Public Health Social Sciences

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Journal : Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan

 1 
Pengaruh Varian Menu dan E-Service Quality terhadap Keputusan Pembelian Mie Gacoan Cabang Lamongan Mirah Sandika; Ni Made Ida Pratiwi; Ute Chairuz M. Nasution
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1046

Abstract

This study aims to determine the effect of menu variants and e-service quality on consumer purchasing decisions at Mie Gacoan, Lamongan branch. The research approach used is quantitative associative with a survey method through an online questionnaire. The sample size was 100 respondents who were taken using purposive sampling technique. Data analysis using multiple linear regression with classical assumption tests. The results showed that both menu variants and e-service quality had a significant effect on purchasing decisions, both partially and simultaneously. These findings indicate that menu innovation and digital service optimization have an important contribution to consumer behavior in choosing and buying culinary products.
Co-Authors Agung Pujianto Anang Suharyanto Elany Tri Yuliyanti Masruchin, Febby Rahmatullah Pratiwi, Ni Made Ida Shila Radasahila Ute Chairuz M. Nasution