The Impact of Service Quality and Restaurant Ambience on Offline Purchase Choices at the Bintaro Branch of Kabobs Premium Kebab Restaurant in South Tangerang

This study investigates how restaurant atmosphere and service quality affect offline purchasing decisions at Kabobs Premium Kebab, Bintaro Branch. Using a quantitative approach, data were collected via questionnaires from 97 respondents, selected using the Slovin formula. Analysis was conducted using SPSS 26, including validity, reliability, regression, and hypothesis testing. Results show service quality significantly influences purchasing decisions (Y = 17.775 + 0.469X₁, R² = 28.2%, p < 0.05). Restaurant atmosphere also has a significant impact (Y = 9.293 + 0.680X₂, R² = 42.8%, p < 0.05). Combined, both variables influence purchasing decisions (Y = 7.281 + 0.197X₁ + 0.544X₂, R² = 46%, p < 0.05). According to the study's findings, consumer decisions are significantly influenced by atmosphere and service quality.