MANAJEMEN
Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)

PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA D’BRO CHICKEN & BURGER CIAWI

Safanah Zulfah (Unknown)
Safira Seftiyani (Unknown)
Lulu Adla Aulia (Unknown)
Halawatin Nisa (Unknown)
Apri Setiawan AR (Unknown)
Insan Saputra (Unknown)

Article Info

Publish Date
31 Oct 2025

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.

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Journal Info
MANAJEMEN
Website

Abbrev

IMK

Publisher

Politeknik Pratama Purwokerto

Subject

Computer Science & IT Economics, Econometrics & Finance Other

Description

MANAJEMEN : Jurnal Ilmiah Manajemen dan Kewirausahaan diterbitkan dua kali setahun, pada bulan Mei dan Oktober oleh LPPM Politeknik Pratama . Jurnal Manajemen bertujuan untuk: 1. Mempromosikan hasil penelitian terbaru tentang Manajemen dan atau Kewirausahaan. 2. Publikasikan hanya hasil penelitian ...