Peran Kualitas Produk dan Layanan, Harga dan Atmosfer Rumah Makan Cepat Saji terhadap Keputusan Pembelian dan Kepuasan Konsumen

Abstract. Fast food restaurant has become one of the fast growing economic potential. Therefore research is needed to analyze the determinants of purchase decisions. this research aims to determine the effect of restaurant atmosphere, service quality, product quality and price toward purchase decision and the effect of purchase decision as an intervening variable toward customer satisfaction. The instrument of data collection was a questionnaire that was measured by Likert scale. The number of respondents in this study were 220 respondents, with the criteria used are college students in Malang who has aged 18 years old and was the main consumer in the purchase of fast food. The analysis method of the research is the Generalized Structured Component Analysis. The results showed that product quality and price have made positive and significant effect on the purchase decision in the fast food restaurant., while the restaurant atmosphere and the service quality was not significant effect on the purchase decision in the fast food restaurant. In addition, the purchase decision have positive and significant effect on the customer satisfaction in the fast food restaurant. Keywords: consumer satisfaction, fast food restaurant, GSCA, quality, purchase decisio