PENGARUH STORE ATMOSPHERE, KERAMAHAN KARYAWAN, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN CEPAT SAJI (STUDI KASUS RESTORAN McDONALD’S Jakarta Timur)

Abstract

Prameidy Yusuf Priaga. 103117108. The effect of the store atmosphere, the friendliness of the workers, and product quality on purchasing decisions at fast food restaurant (Case Study: McDonald’s Restaurant) The research entitled “The effect of the store atmosphere, the friendliness of the workers, and product quality on purchasing decisions at fast food restaurant (Case Study: McDonald’s Restaurant)” aims to determine the effect of the store atmosphere, the friendliness of the workers, and product quality on purchasing decisions at McDonald's, East Jakarta. This study used a quantitative sampling method using a purposive sampling technique. Research data were obtained by distributing questionnaires to McDonald's consumers in East Jakarta. Data analysis used in this research is a validity test, reliability test, classic assumption test, multilinear analysis, and hypothesis testing. This study states that employee friendliness has no significant effect on purchasing decisions, store atmosphere partially does not affect purchasing decisions at Mcdonald's, and product quality is one of the factors that consumers consider before buying a product. Keywords : Store Atmosphere, The Frindliness of The Workers, Product Quality, Purchasing Decision.