Many restaurants and beverage in Ternate City have stopped their business because they are unable to compete. This research was conducted in Ternate City from February to June 2023. The research population was 152 restaurants and beverage with samples taken using purposive sampling with the formula n: Z2/4(Moe)2. The total sample was 97 restaurants and beverage consisting of 8 North Ternate sub-districts, 57 in Central Ternate subdistrict, and 32 in South Ternate subdistrict. Each restaurants and beverage restaurant represents one respondent. The aim of this research is to analyze and explain the influence of service quality and the atmosphere of restaurants and beverage on purchasing decisions, and the restaurant and beverage atmosphere as a moderating variable. The analytical method used is Moderated Regression Analysis (MRA) with Statistical Package for the Social Science (SPSS) software version 26. It was found that before the atmospheric variable was positioned as moderation, service quality and the atmosphere of restaurants and beverage influenced purchasing decisions. After the atmospheric variable is positioned as a moderating variable, so service quality and the atmosphere of restaurants and beverage do not influence purchasing decisions, Likewise, atmospheric variables are not moderating variables.
Keywords: Atmosphere, Service Quality, purchasing decisions
