| dc.description.abstract | The restaurant industry is highly competitive with respect to price, value and promotions, service, location, and food quality. Waroeng Taman restaurant has a natural concept that offers the food with Indonesian taste. The objectives are to identify the characteristics of consumer, analyze the process of purchasing decision, and analyze the influence factors of consumers purchasing decision at Waroeng Taman. The methods are using descriptive analysis and factor analysis. Descriptive analysis was used to describe the characteristics of consumer and the process of purchasing decision. Factor analysis was used to analyze the influence factors of consumers purchasing decision. There were six major influence factors of the consumers purchasing decision at Waroeng Taman, they were the service factor, the psychological process factor, the influence of environment factor, the product factor, the individual differences factor, and the external factor. Service factor was the main factor influencing the purchasing decision. | en |
