PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN COFFE SHOP KOMUNAL
DOI:
https://doi.org/10.29303/distribusi.v9i2.155Keywords:
Product, Prece, Location, Purchase DecisionAbstract
The purpose of this study is to determine the three factors namely product, price, and location influence on the purchase decision at the Mataram communal coffee shop. To obtain the necessary data for this study, the researcher used interview and questionnaire. The number of samples of this study were 70 respondents. The data collection method employed was the sample survey. The data analysis method used was multiple linear regression.The research results that have met the validity test, reliability test, and classical assumption test were processed which then created the following regression equation: Y = 1.380X1 + 0.141X2 + 0.595X3 + 0.175. The result of the multiple linear regression model showed that the three variables, namely product, price, and location have a positive and significant influence on the purchase decision. The coefficient of determination (adjusted R2) obtained was 0.805. This means that product, price and location variables accounted for the purchase decision. Meanwhile, 19.5% of purchase decisions can be the influence of variables other than these three variables.
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Copyright (c) 2021 M Fatihadi Rahmanto Wibowo, Rusminah Rusminah
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