Faktor - Faktor yang Mempengaruhi Keputusan Pelanggan dalam Menentukan Rumah Makan, Studi pada Rumah Makan Rahmat Jalan Sakti Lubis Medan

Abstract

Rahmat restaurant is one of a culinary efforts in the field of food. Restaurant business is a small business medium, and large which is considered by some people an easy business to be done with the assumption that everyone needs to eat to survive, and make the restaurant business will never empty of visitors. In terms of competition can be done by creating a distinctive dishes that suit the needs and tastes of consumers as well as to follow the prevailing market today. Therefore this study focused on the analysis of product factors, the price, location, and service to the consumer in determining the decision to eat. The samples in this study were 100 respondents drawn based Slovin formula because the population is known, the characteristics of the population aged between 15 – 65 years, area residents who are street Sakti Lubis Medan, and consumemers who never eat and visit more than 1 times. The purpose of this study is to investigate, identify, and analyze the factors of product, price, location, and service for the customer the most dominant in determining the way home to eat Rahmat at road Sakti Lubis Medan. The research method used is associative method with quantitative approaches and multiple linear regression analysis method, using the f test, t test, and test determinants. The data used are primary and secondary data. This study used a sample of 100 respondents using purposive sampling method and incidental sampling. The results showed that the first hypothesis is proven, the price factor simultaneously positive and significant impact on consumer decisions. The second hypothesis is proven, the price of the most dominant factor influencing consumer decisions in determining the eating house.