ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN, PROMOSI, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Floo Cafe Ungaran)
ABSTRACT: This
research was done because of a decline in sales on the Floo Cafe for several
months in a row, so keep in mind the factors that influence the purchase
decision. This study aims to determine the effect of the perception of price,
quality of service, promotion, and location of the purchase decisions on the
Floo Cafe and which ones have the most influence on purchasing decisions on the
Floo Cafe. The research data was collected from 100 consumers Floo Cafe.
Pengambilan sample in this study using a non-probability sampling techniques.
The analysis used in this research is multiple regression analysis. Previous
test the validity and reliablitas and classical assumption. After multiple
regression analysis to test the hypothesis and the coefficient of determination.
The results of a study reported the following regression equation: Y = 0,190 +
0,587 + 0,273 + 0,166 . Regression analysis showed perception variables of
price, quality of service, promotion and location has a positive influence on
purchase decisions. The variable that has the most impact is the quality of
service, followed by promotions and price perception, while having little
effect most is the location. The results of the analysis using t test showed
that the quality of service, price perception prmosi and individually have a
significant influence on purchasing decisions. This equation models have a
value of 72.610 with a significance level of 0.000. The results of the analysis
by using the coefficient of determination indicated that about 74.3% of the
purchase decision can be explained by the perception of price, quality of
service, promotion, and location while 25.7% is explained by other variables
that are not described in this study.
Keywords:
purchase decision, quality of service, promotion, price perception, and
location
Penulis: Arianto
Saputro, Imroatul Khasanah
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