ANALISIS PENGARUH ASPEK PRODUK TERHADAP KEPUTUSAN PEMBELIAN DIMSUM DI GOLDEN PALACE RESTAURANT HOTEL KINI PONTIANAK

Abstract

The restaurant business is one of the continually evolving enterprises readily found in Pontianak City. The restaurant industry offers promising opportunities and demonstrates sustainable longevity within the community. Population growth serves as a fundamental driver for the expansion of restaurant businesses. Therefore, this study aims to investigate the influence of product aspects on purchase decisions of dimsum at Golden Palace Restaurant, Hotel Kini Pontianak. The primary objective of this research is to determine the partial effects of product variety, quality, design, features, brand name, packaging, sizes, and services on purchase decisions of dimsum at Golden Palace Restaurant, Hotel Kini Pontianak. This study employs an associative research design with a quantitative approach, utilizing multiple linear regression analysis through SPSS version 25. The research population comprises customers of Golden Palace Restaurant, Hotel Kini Pontianak. The sampling technique utilizes purposive sampling with the criterion that participants must have purchased products from Golden Palace Restaurant at least twice. The sample size consists of 90 respondents. Based on data analysis results, product aspects comprising product variety, quality, design, and sizes demonstrate significant influence on dimsum purchase decisions at Golden Palace Restaurant, Hotel Kini Pontianak.