Kwetiau Medan Alkap Restaurant has more than 5 branches in 2024. This study aims to identify the factors influencing purchasing decisions at the Kwetiau Medan Alkap Restaurant located in PIK Extension. The study aims to analyze the effect of location and its dimensions on customer purchasing decisions at Kwetiau Medan Alkap, Pantai Indah Kapuk. Data was collected through a questionnaire distributed to 100 respondents, who were sampled using Probability Sampling techniques. This research employs a quantitative approach with the assistance of Statistical Product and Service Solution (SPSS) software. The results indicate that the location variable has a positive and significant effect on the purchasing decision variable at Kwetiau Medan Alkap, Pantai Indah Kapuk. T- Test and F-Test results show that the location variable and its dimensions have both partial and simultaneous effects on purchasing decisions at Kwetiau Medan Alkap, Pantai Indah Kapuk. Therefore, Kwetiau Medan Alkap should ensure a strategic location by considering accessibility, the distance between customers' business centers and the restaurant, the road infrastructure, public facilities, and religious facilities that can influence customer purchasing decisions.

Keywords – Location, Customer decision, Restaurant, Pantai Indah Kapuk, Chinese Food

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