THE INFLUENCE OF SERVICE QUALITY, PRODUCT VARIETY, PRICE AND LOCATION ON REPURCHASE INTEREST AT PANGKEP AMPANA RESTAURANT
Fillisiani Pobau1,*,Syamsul Bahri2, Rosida P Adam2, Lindanur Sipatu2, Siti Aminah Hamzah Karim2

1 Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una
2 Lecturer of Management Department Faculty of Economics and BusinessTadulako University

Abstract

The purpose of this study was to determine and analyze the effect of service quality, product variation, price and location on consumer purchasing interest at Pangkep Ampana Restaurant. This type of research is quantitative research. The number of samples used was 100 people. The analysis method used was multiple linear regression analysis. Based on the results of the study and discussion, it can be concluded that service quality, product variation, price and location simultaneously have a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant. Service quality partially has a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant. Product variation partially has a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant. Price partially has a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant. Location partially has a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant

Keywords: Empathy, Service Quality, Product Variety, Price, Location, Repurchase Interest

Topic: Marketing and Digital Marketing