Maulita Siswinarti Pengarang

ABSTRACT This study was conducted in Tunggal Rasa Restaurant, located in Besuki Rahmat street, Situbondo Regency. This place was chosen since it has a fluctuation in its business. This research aimed at analyzing the effects of price, life style, and location toward buying decision of chicken noodle in Tunggal Rasa Restaurant in Situbondo. Population of this research was consumen or customers of chicken noodle in Tunggal Rasa Restaurant in Situbondo. In addition, the purpose of this research is to know which variable is the most dominant toward buying decision of chicken noodle in Tunggal Rasa Restaurant in Situbondo. The sampling technique used in this study was insidental sampling method with total respondent 60. Data collection was done by giving a list of questions or questionnaire to the respondents that is the consumen or cutomers of chicken noodle in Tunggal Rasa Restaurant in Situbondo regarding the price, life style, and location. This research used multiple linear regression, by using aid tool that is SPSS 20.0 and classical assumption test. The test result showed that the price, life style, and location drew a conclusion that: (1) price, life style, and location simulnatenously and significantly affected buying decision of chicken noodle in Tunggal Rasa Restaurant in Situbondo. Variables of price, life style, and location could possibly explain the variable of buying decision as big as 71.2% and the rest 28.8% was completed by the other variables excluded in this research. Key words: price, life style, location, buying decision, Tunggal Rasa restaurant