PENGARUH RESTO ATMOSPHERE, WORD OF MOUTH, DAN BUDAYA MILENIAL TERHADAP KEPUTUSAN PEMBELIAN PADA ME GACOAN CABANG PONOROGO

By using Resto Atmosphere, Word of Mouth, and Millennial Culture, the purpose of this research is to examine the factors that can influence purchasing decisions at fast food restaurants in the Ponorogo area. The sample for this study were all visitors to the Ponorogo gacoan shop. The Rao Purba formula was used to determine the number of samples used in this study, namely 100. The data collection method used online questionnaires using the Google form. The Likert scale was used to measure the data in this study, with points ranging from 1 to 5, and the statement "1 = strongly disagree to 5 = strongly agree". The Multiple Linear Regression analysis technique which will later be used to test the measurement model and research hypothesis is used to enter the collected data into the SPSS 25 software. This study found that the purchasing decision of Ponorogo Gacoan Noodles is significantly influenced by Resto Atmosphere, Word of Mouth, and Millennial Culture . It is estimated that fast food companies will use the findings of this study as a reference in developing policies to improve sales quality.
Keywords: Resto Atmosphere, Word Of Mouth, Millennial Culture, Purchase Decision