Tren Keputusan Pembelian Konsumen Studi Pada Cafe dan Resto Sehat

Abstract

The purpose of this study is to explore trends in consumer purchasing decisions of healthy food in cafes and restaurants. The type of research is causality associative research. The data in this study used primary data by distributing questionnaires with a Likert scale. The technique of sample in this study using non probability sampling with purposive sampling technique. The number of respondents in this study were 100 respondents who were taken using the slovin formula. Data analysis in this study used SEM analysis with PLS software. The results of the partial test show that perceptions of healthy food have no effect on satisfaction, the perceptions of healthy food have no effect on purchasing decisions, service quality has an effect on satisfaction, service quality has no effect on purchasing decisions, satisfaction had an effect on purchasing decisions. The results of the indirect test concluded that the satisfaction variable was not an intervening variable between the perception of healthy food and purchasing decisions. The satisfaction variable is not an intervening variable between service quality variables and purchasing decisions.

Keywords: Perceptions of Healthy Food, Quality of Service, Satisfaction, Purchase Decision, Cafe, Restaurant