PENGARUH KUALITAS PELAYANAN, PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN AYAM GORENG NELONGSO SURABAYA

In general, this time consumers prefer products that have a low price but with good quality, and therefore under conditions of competition is very high, the company should be able to understand and to know the desires and needs konsumenya and continue to innovate to create the position of its products well and take advantage of advantages that exist in the products offered. Intense competition in the business world occurred in various fields, including the culinary business. One restaurant that felt the intense competition is Ayam Goreng Nelongso. This study aims to determine: the effect of quality of service, product, price and location of the purchasing decisions in Ayam Goreng Nelongso Surabaya. Ayam Goreng Nelongso was first in the poor and in the form of shop size very minimalist with a very affordable price and has fans who are very much the Ayam Goreng Nelongso now has many branches in Surabaya, one of which will be the subject of research are the Ayam Goreng Nelongso located on Jl. Nginden Semolo No. 43 Surabaya. Number of samples of 100 respondents. Methods of sampling using purposive sampling with simple random sampling. Data was analyzed using quantitative techniques include validity, reliability, classic assumption test, multiple linear regression, analysis of the determinants and t test. The data that have met the test of validity, reliability test and classical assumption that has been processed produce regression equation as follows: Y = 1.708 - 0,008X1 + 0,072X2 + 0,251X3 + 0,315X4 Based on the coefficient of determination (R2) was obtained adjusted R Square of 0.433 which means that the variable quality of service, product, price and location have contributed to the purchase decision v riable by 44.3% and the remaining 55.7% is explained by other variables that are not submitted within this research. Hypothesis testing using t test showed that the variables of service quality and proven products have no significant effect on purchasing decisions, while the variable price and the location proved to have a significant effect on purchasing decisions