Determinant Keputusan Pembelian Konsumen ABUBA Steak: Customer Experience, Promosi, Kualitas Pelayanan

Jajang Handri Purnama (Program Studi Manajemen, Universitas ASA Indonesia, Jakarta)
Meylani Tuti (Program Studi Manajemen, Universitas ASA Indonesia, Jakarta)

Jurnal Riset Manajemen dan Bisnis
Volume 6, No. 1, Juli 2026 Jurnal Riset Manajemen dan Bisnis (JRMB)

Abstract. Increasing competition in the restaurant industry requires companies to understand the factors influencing customers' purchasing decisions. This study examines the roles of customer experience, promotion, and service quality in the purchasing decisions of ABUBA Steak customers. A quantitative approach with an explanatory research design was employed. A total of 212 ABUBA Steak customers were selected using accidental sampling. Data were collected through questionnaires in February 2026 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that promotion has a positive and significant effect on purchasing decisions, whereas customer experience and service quality have no significant effect. These findings suggest that promotional activities are more effective in influencing purchasing decisions than customer experience or service quality. Nevertheless, managing customer experience and service quality remains important because they can enhance long-term customer satisfaction and loyalty. This study provides additional empirical evidence regarding the roles of customer experience, service quality, and promotion while offering practical considerations for developing more effective restaurant marketing strategies. Abstrak. Persaingan yang semakin ketat pada industri restoran menuntut perusahaan memahami faktor-faktor yang memengaruhi keputusan pembelian pelanggan. Penelitian ini mengkaji peran customer experience, promosi, dan kualitas pelayanan terhadap keputusan pembelian konsumen ABUBA Steak. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research. Sebanyak 212 konsumen ABUBA Steak dipilih melalui teknik accidental sampling. Data dikumpulkan menggunakan kuesioner pada Februari 2026 dan dianalisis dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan customer experience dan kualitas pelayanan tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa promosi lebih efektif memengaruhi keputusan pelanggan dibandingkan pengalaman maupun kualitas layanan. Meskipun demikian, pengelolaan customer experience dan kualitas pelayanan tetap penting karena berpotensi meningkatkan kepuasan dan loyalitas pelanggan dalam jangka panjang. Penelitian ini menambah bukti empiris mengenai peran pengalaman pelanggan, kualitas pelayanan, dan promosi serta menjadi pertimbangan dalam penyusunan strategi pemasaran restoran yang lebih efektif.