ANALISIS PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SATE REMBIGA BU SINNASEH

The intense business competition in Indonesia has led entrepreneurs to strive to improve their services and quality to ensure customer satisfaction With the changing times, various types of businesses have emerged, aiming to meet the demand for animal protein and satisfy consumers Mataram, the capital of West Nusa Tenggara province, is a city with many culinary entrepreneurs selling a variety of food and drinks. Sate Rembiga is a special dish from the region that currently has many different variations Sate Rembiga Bu Sinnaseh was the first to introduce it in Mataram city, and now there are many competitors selling similar products with different qualities and variations However, until now, customers who consume Sate Rembiga Bu Sinnaseh have not decreased. This research aims to understand the influence of consumer behavior on purchasing decisions. The research was conducted in Mataram City, West Nusa Tenggara. The data used is original data obtainerd through a
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questionnaire. Data Collection technique with a