THE INTEREST OF PURCHASE DECISION TOWARD CHICKEN CHICK’S RESTAURANT BALI.

Putu Tirta, Sari Ningsih and Rahayu. University of M.H.Thamrin , University of Dr.Moestopo (B) Jakarta, Indonesia. ...................................................................................................................... Manuscript Info Abstract ......................... ........................................................................ Manuscript History Received: 1 August 2018 Final Accepted: 3 September 2018 Published: October 2018

The objective of this research is to analyze The Impact of Purchase Decision Interest toward Chicken Chick's Restaurant Bali.Base on the purpose of the study , hypotheses of this study are: 1) Restaurant Atmosphere influence on Decision Making ; 2) Brand Image influences on Decision Making ; 3) Service Quality influence on Decision Making; 4) Word of Mouth influence on Decision Making. The study design used is a combination of verificative research and descriptive research , while research methods used is survey approach.Implementation of the survey in August 2018. The study sample is 205 respondent of Chiken Chick's Restaurant Bali. Sampling technique is done by incidental sampling. The method analysis uses descriptive statistic average, and SPSS method by using multiple regression. The study result based on the descriptive analysis toward the variable used is positive and same are negative . The SPSS results analysis toward the hypotheses test based on the emphirical of 4 hypotheses proven are restaurant atmosphere is proven to be significantly influence on the decision making , brand image is proven to be significantly influence on the decision making , service quality is proven to be significantly influence on the decision making , and word of mouth is proven to be significantly influence on the decision making , Copy Right, IJAR, 2018,. All rights reserved.

…………………………………………………………………………………………………….... Introduction:-
Bali is the world's best tourism object with many fascinating tourism spots, especially Balinese traditional food which has extremely delicious taste that becomes one of the most visited culinary spots enjoyed by most of local tourists and some foreign tourists. Every day, over 200 visitors come and eat in Chicken Chick's restaurant. In a week, there are about more than 1000 visitors. It is a high turnover.
In the interview, some customers said that they decided to eat in the Chicken Chick's restaurant because the taste is special, delicious and the chicken is savory. This restaurant has its own name and identity with Bali ambience and the service is good and friendly. The management is still traditional, the environments is not too clean, the waiters' look is not well-supproted and some dining chairs are still not proper (pre-research).
The complex picture of a company will stay in customers' mind and it is a brand that stays in their mind (Chattananonand Lawley, 2004). The atmosphere of the restaurant is still far beyond the expectation of the

Service Quality
In the competition that is getting tighter, customers tend to urge for the better service quality. This condition urges the company to improve their service quality. Berry, Parasuraman and Zeithaml (1988); Rong (2008) presented service quality is the right strategy tool in competition. Parasuraman et al. (1988) stated that service quality is a multi dimensional concept with five key dimensions namely, reliability, responsiveness, assurance, empathy, and tangibles.

Word of Mouth (WOM)
WOM (Word of Mouth); Lovelock (2010), is a consumer action in giving information to other consumers from someone to other people (interpersonal) non commercially either brand, product or service in form of utterance or statement by word of mouth which can be an effective promotion method since it is generally apprised by the consumer, to consumer and for consumer so that the satisfied consumer or customer can be the advertising media for the company (Arndt, 1967a). WOM dimension is Recommendation (Arndt, 1967a), Personal Service (Godes&Mayzlin, 2004), communicate to other people (Boston, et al., 1991) 56

Study Concept
In accorandce with the study context, study conceptual model then being made that are influence of Restaurant Atmoshpere , Brand Image , Service Quality , and Word of Mouth toward Decision Making and the analysis tool used is SPSS version 22 with the research object the customers of Chicken Chik's Restaurant Figure 1 Study Metodology: The design of the study is verivicative and descriptive study through quantitative methods and qualitative methods (interview) with a survey approach. The samples used are 205 respondens, who are customers of Chicken Chick's Restaurant in Den Pasar Bali , Indonesia. Sampling technique with the incidental sampling (sugiono,2016) . The analysis tool that is used to described the study variables that use descriptive statistics is average and presentagestatistics , and for influence analysis between variables uses SPSS version 22 analysis with the help of multiple regression.

Study Result : Descriptive Analysis
The average result descripbes that respondents consider the restaurant atmoshpere , , service quality , decision making are still problematic while the respondent evaluation on brand image , and word of mouth variable is good.

Inter-Variables Influence Analysis Equation test results
Computer output result toward hypotheses test on the influence of atmosphere restaurant, brand image, service quality , and word of mouth toward decision makingcan be seen inTabel 1