KUALITAS PRODUK, RESTO ATMOSPHERE, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN

AbstrakResearch problem is the low purchase decision on Mie Gacoan in Semarang City during the Covid-19 pandemic. The purpose of this study was to determine how much influence product quality, restaurant atmosphere, and price perception had on purchasing decisions at Mie Gacoan in Semarang during the pandemic. This research was conducted on consumers of Mie Gacoan in the city of Semarang. The research technique used is purposive sampling, namely the technique of determining the sample by selecting a sample according to the criteria. The type of data used is primary data. The data collection technique was done by distributing questionnaires through google forms. The results of this study prove that the results of the independent variables of product quality, restaurant atmosphere, and price perception have a partially significant positive effect on the purchasing decision of Mie Gacoan Semarang. The better product quality, restaurant atmosphere, and price perception will influence and improve purchasing decisions. The three independent variables that dominate the most are the independent variable restaurant atmosphere where the value is greater than the other two independent variables.Keywords: Product Quality, Restaurant Atmosphere, Price Perception, Purchase Decision. AbstrakMasalah penelitian ini  adalah rendahnya keputusan pembelian pada Mie Gacoan kota Semarang di masa pandemi Covid-19. Tujuan penelitian ini untuk mengetahui seberapa besar pengaruh kualitas produk, resto atmosphere, dan persepsi harga terhadap keputusan pembelian pada Mie Gacoan kota Semarang di masa pandemi. Penelitian ini dilakukan terhadap konsumen Mie Gacoan di kota Semarang. Teknik penelitian yang digunakan adalah purposive sampling yaitu teknik penetapan sampel dengan cara memilih sampel sesuai dengan kriteria. Jenis data yang digunakan  adalah data primer. Teknik pengambilan data dilakukan dengan penyebaran kuesioner melalui google formulir. Hasil penelitian ini membuktikan bahwa hasil variabel independen kualitas produk, resto atmosphere, dan persepsi harga berpengaruh secara positif signifikan secara parsial terhadap keputusan pembelian Mie Gacoan Semarang. Semakin baik kualitas produk, resto atmosphere, dan persepsi harga akan  mempengaruhi dan meningkatkan keputusan pembelian. Ketiga variabel independen yang paling mendominasi adalah variabel independen resto atmosphere  dimana nilainya lebih besar dibandingkan dengan dua variabel independen lainnya.Kata kunci: Kualitas Produk, Resto Atmosphere, Persepsi Harga, Keputusan Pembelian.