Pengaruh Promosi, Cultural Values dan Kualitas Layanan terhadap Keputusan Pembelian Nasi Mandhi Bosgil Surabaya

Persaingan bisnis kuliner yang semakin ketat menuntut pelaku usaha untuk memahami berbagai faktor yang memengaruhi keputusan pembelian konsumen. Nasi Mandhi Bosgil Ampel Surabaya sebagai salah satu usaha kuliner khas Timur Tengah perlu memperhatikan aspek promosi, cultural values, dan kualitas layanan guna meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh promosi, cultural values, dan kualitas layanan terhadap keputusan pembelian konsumen Nasi Mandhi Bosgil Ampel Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada konsumen yang pernah melakukan pembelian. Teknik pengambilan sampel dilakukan menggunakan purposive sampling, sedangkan analisis data menggunakan regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa promosi dan cultural values berpengaruh positif serta signifikan terhadap keputusan pembelian, sedangkan kualitas layanan berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian. Secara simultan, promosi, cultural values, dan kualitas layanan terbukti berpengaruh signifikan terhadap keputusan pembelian. Variabel yang memberikan pengaruh paling dominan terhadap keputusan pembelian adalah cultural values. Berdasarkan hasil penelitian, Nasi Mandhi Bosgil Ampel Surabaya perlu mempertahankan nilai-nilai budaya yang melekat pada produknya serta didukung oleh strategi promosi yang efektif dan peningkatan kualitas layanan untuk mendorong keputusan pembelian konsumen.

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The increasingly competitive culinary industry requires business owners to understand the factors that influence consumers' purchase decisions. Nasi Mandhi Bosgil Ampel Surabaya, as a Middle Eastern culinary business, needs to pay close attention to promotion, cultural values, and service quality to enhance consumers' purchase decisions. This study aims to analyze the influence of promotion, cultural values, and service quality on consumers' purchase decisions at Nasi Mandhi Bosgil Ampel Surabaya. This research employed a quantitative approach by collecting data through questionnaires distributed to consumers who had previously purchased products from the restaurant. The sampling technique used was purposive sampling, while the data were analyzed using multiple linear regression with the assistance of SPSS software. The findings indicate that promotion and cultural values have a positive and significant influence on purchase decisions, whereas service quality has a positive but insignificant influence on purchase decisions. Simultaneously, promotion, cultural values, and service quality have a significant effect on purchase decisions. Among these variables, cultural values are identified as the most dominant factor influencing consumers' purchase decisions. Based on these findings, Nasi Mandhi Bosgil Ampel Surabaya is encouraged to preserve the cultural values embedded in its products while strengthening promotional strategies and continuously improving service quality to enhance consumers' purchase decisions.