ANALISIS FAKTOR–FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN JASA PRINTING CV. PRISMA SEMARANG
Abstract: This study aims to
determine the effect of location, price, service quality, people and process of
purchasing decisions. Analysis tools used in this study is the quantitative analysis (validity and
reliability), multiple regression
analysis, classical test assumptions (normality, multikolinearity dan
heteroskedastisity), t test and coefficient of determination.
The population in this
study were all people who have used
the printing services of
Semarang. Determination of the sample
using accidental sampling or sample coincidence, that anyone who was
visiting at the CV. Prisma Semarang.
Obtained regression equation Y = 0.201 X1 + 0.238 X2 + 0.194 X3, X4
0.167, 0.193 X5. This means that the variable location, price,
service quality, people and process
a positive influence
on purchase decisions. Thus
means that the
results of t test analysis of the results declared significant for all
variables and the hypothesis is accepted. Determination coefficient of 0.827,
which means a variable location, price, service
quality, people and processes influence
the purchasing decisions of 82.7%
and 17.3% influenced by other variables that are not observed in this study.
Keywords: Location, Price,
Quality of Service, People, Process, buying decision
Penulis: Fitriani, Nurhidayati
Kode Jurnal: jpmanajemendd120223
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