The Influence of Price, Location, and Service Quality on Purchasing Decisions at Hadramiah Restaurant Martapura, Banjar Regency

Abstract

This study aims to analyze the influence of price, location, and service quality on purchase decisions at Hadramiah Restaurant in Martapura, Banjar Regency. This research uses a quantitative method with an explanatory research design, which aims to explain the relationships between variables through hypothesis testing. The research population consists of customers visiting Hadramiah Restaurant, with the sample taken using a random sampling technique. The results show that price, location, and service quality simultaneously have a significant influence on purchase decisions. Partially, each variable price, location, and service quality also has a significant influence on purchase decisions, with service quality being the most dominant factor. The study concludes that improving service quality can significantly enhance purchase decisions at Hadramiah Restaurant. The recommendation from this study is that management should focus on improving service speed, particularly in delivering orders to customers, to meet customer expectations and increase their satisfaction.