THE INTEREST OF PURCHASE DECISION TOWARD CHICKEN CHICK\\\'S RESTAURANT BALI.
Journal Title: International Journal of Advanced Research (IJAR) - Year 2018, Vol 6, Issue 10
Abstract
The objective of this research is to analyze The Impact of Purchase Decision Interest toward Chicken Chick?s Restaurant Bali.Base on the purpose of the study , hypotheses of this study are: 1) Restaurant Atmosphere influence on Decision Making ; 2) Brand Image influences on Decision Making ; 3) Service Quality influence on Decision Making; 4) Word of Mouth influence on Decision Making. The study design used is a combination of verificative research and descriptive research , while research methods used is survey approach.Implementation of the survey in August 2018. The study sample is 205 respondent of Chiken Chick?s Restaurant Bali. Sampling technique is done by incidental sampling. The method analysis uses descriptive statistic average, and SPSS method by using multiple regression. The study result based on the descriptive analysis toward the variable used is positive and same are negative . The SPSS results analysis toward the hypotheses test based on the emphirical of 4 hypotheses proven are restaurant atmosphere is proven to be significantly influence on the decision making , brand image is proven to be significantly influence on the decision making , service quality is proven to be significantly influence on the decision making , and word of mouth is proven to be significantly influence on the decision making ,
Authors and Affiliations
Putu Tirta Sari Ningsih, Rahayu .
Keywords
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- EP ID EP409435
- DOI 10.21474/IJAR01/7784
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