Track: Operations Management

Abstract

The purpose of this study is to find out the most influential factors in purchasing decisions by consumers, in addition to knowing the effect of each variable either partially or simultaneously. From the population available, then based on the calculations performed, the sample used in this study was 100 respondents. This research uses primary data by distributing questionnaires to visitors. The sampling technique used is non-probability sampling with purposive sampling technique. The research method used is the quantitative method and the analytical tool used to support this research is multiple regression analysis with the software used is SPSS version 24. The most dominant variable influences the consumer decisions in choosing Warunk Upnormal Dipatiukur Branch is a location variable (X7). Simultaneously (together) it is known that all independent variables in the study (atmosphere (X1), product variation (X2), discount promos (X3), direct entertainment (X4), facilities (X5), service (X6), location ( X7), and price (X8) has a significant influence on purchasing decisions (Y). While based on partial testing, it can be concluded that what is a factor of consumers choosing Warunk Upnormal Dipatiukur Branch is the atmosphere variable (X1), direct entertainment (X4), facilities (X5), location (X7), and price (X8).