PENGARUH KUALITAS PELAYANAN DAN VARIASI MENU TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING THIRDBID COFFE PATI JAWA TENGAH

This study aims to determine the influence of the influence of service quality
and menu variations on customer purchasing decisions with customer satisfaction
as an intervening variable of Thirdbid Coffe Pati Central Java''. The population
used in the study was customers of Thirdbid Coffe Pati Central Java and the sample
used was 230 customers of Thirdbid Coffe Pati Central Java using purposive
sampling. Data analysis in the study using Smart PLS software version 4.0. The
results of this study show that Customer Satisfaction is (0.579), it proves that the
strength of service quality variables and menu variations can be explained through
customer satisfaction variables of 57.9% (moderate category). The R-Square value
of the purchase decision variable is (0.655), this shows that the strength of the
service quality variable and menu variation can be explained through the Purchase
Decision variable of 65.5%
Keywords: Service Quality, Menu Variety, Customer Purchase Decisions and
Customer Satisfaction.