PENGARUH KUALITAS PRODUK DAN LOKASI TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN DI CAFE TENDA CAK WANTO

Abstract

The food sales trend that flourishes nowadays started from the emergence of the tent cafés or sidewalk cafés that has been broadly popular. The exintence of these cafés has added the culinary tourism choices to the people who provide various modern and traditional kinds of food. This research aims to identify the influence of product quality and location towards the purchase decision and the influence of purchase decision to the customers’ satisfaction. The data collection instrument used is questionnaire that is measured by likert scale, the number of respondents is 288 respondents who came to Cak Wanto Tent Café . The Method of analysis used is Structural Equation Model. The result of the research shows that product quality gives direct and significant influence to the purchase ecision, but does not give any influence on the customers’ satisfaction, location significantly influences the purchase decision and customers’ satisfaction and the direct decision does not directly influence the customer’s satisfaction