PENGARUH KUALITAS PELAYANAN, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN CIANJUR (STUDI KASUS : KONSUMEN YANG ADA DI SUKABUMI)

This study aims to analyze the Effect of Service Quality, Price and Location on Purchasing Decisions of Mie Gacoan Cianjur (Case Study: Gen Z in Sukabumi) The Variables used in this study are Service Quality, Price and Location as independent Variables and Decision as the dependent Variable.
The population used in this study are consumers who visit Mie Gacoan Cianjur. The type of research used is descriptive and causal associative with quantitative methods. The population used was 100 consumers as respondents using purposive sampling technique with a sample size of 80. Data analysis in this study used Instrument test, Classical Assumption Test, Multiple linear analysis and Hypothesis Test using IBM SPSS Version 25. The results showed that the Service Quality Variable (X1) had a positive effect on Purchasing Decisions. The Price Variable (X2) has an effect on Purchasing Decisions and the Location variable (X3) has a positive effect on purchasing decisions. Variables X1, X2 and X3 have a positive effect on Variable Y.

Keywords: Service Quality, Price, Location, Purchase Decision.