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Effect of Service Quality on Purchasing Decisions during the Covid-19 pandemic at the "Bebek Gazebo" Restaurant in Makassar City
Nurlaelah S.
Aip Conference Proceedings
Abstract
The Covid-19 pandemic has had an impact on the restaurant business "Bebek Gazebo" located in the city of Makassar. This is related to reducing interaction between humans to reduce the number of increases in covid. This greatly affects the quality of service where there are these limitations. Restaurant service quality is one of the factors that can increase sales and attract consumers. The purpose of this study is to analysis the quality of service at the "Bebek Gazebo" restaurant. The consumers who were used as respondents were 100 people. Data analysis was carried out in this study namely simultaneous testing (F test) and the coefficient of determination (R-square test). The results of the F sig test 0.000 <0.05 of this study show that service quality (X) in this case X1 (reliability), X2 (responsiveness), X3 (assurance), X4 (empathy) and X5 (tangibles) have a positive effect on consumers’ purchasing decisions (Y). The R-square test result is 0.576 which shows that 57% influences the purchase decision, and the remaining 43% is influenced by other factors. Restaurants need to improve the quality of service so as to be able to increase sales, make consumers loyal to the restaurant and attract new customers. Of course, all of this can help restaurants thrive and become the preferred destination for consumers to bring colleagues, colleagues and family. The Covid-19 pandemic is not an excuse to create inconvenience for consumers, with restrictions still being applied with ethics, morals and a good attitude.