PENGARUH LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA WAROENG MARISUKAKOI

This study aims to analyze the influence of location and service quality on purchasing decisions at Waroeng Marisukakoi, a popular restaurant in Malang. The research method used is multiple linear regression with the population of the study being visitors to Waroeng Marisukakoi and a sample size of 96 people. The results show that location and service quality have a positive and significant impact on purchasing decisions. A strategic and easily accessible location and good service quality can significantly increase purchasing decisions. These findings highlight the importance of paying attention to location and service quality to attract more consumers and increase purchasing decisions.