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Halawatin Nisa
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Computer Science & IT Economics, Econometrics & Finance Other

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PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA D’BRO CHICKEN & BURGER CIAWI Safanah Zulfah; Safira Seftiyani; Lulu Adla Aulia; Halawatin Nisa; Apri Setiawan AR; Insan Saputra
MANAJEMEN Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/v8xddq05

Abstract

This study analyzes the effect of service quality and product quality on purchasing decisions at D'Bro Chicken & Burger Ciawi given the importance of these two factors in the competitive culinary industry. Using quantitative methods, data were collected through Likert questionnaires from 50 respondents with purposive sampling and analyzed using multiple linear regression. The results show that service quality and product quality have a significant positive effect on purchasing decisions with a contribution of 0.343 and 0.337 respectively. The R² value of 71.8% shows that the two variables are able to explain the majority of variations in consumer purchasing decisions.
Co-Authors Apri Setiawan AR Insan Saputra Lulu Adla Aulia Safanah Zulfah Safira Seftiyani