ANALISIS PENGARUH LOKASI, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Wong Art Bakery&Café Semarang)

Abstract

The aims of this research are to know whether location, price and quality of product affect consumer’s decision to buy in Wong Art bakery & café; and also to analyze the dominant factor that affect consumer’s decision to buy in Wong Art bakery & café in Semarang. The population in this research is the consumer of Wong Art. The sample is taken from 100 respondents with the Non-Probability Sampling technique with Accidental Sampling approach that the determination of the sample is accidentally taken—those who meet the researcher can be a sample if deemed appropriate. The result showed that location, price, and quality of the product have positive and significant impact to the purchasing decision. Based on the statistic data analysis, the indicators in this research is valid and the variable is reliable. In the classical testing assumption, the regression model is free multicollonierity, the heteroscedasticity does not occur, and normal distribution. The individual sequence of each variable that is the most influential is the variable of quality of product and then price, while the less influential is the variable of location. The suggestion from the writer to increase the purchasing decision can be done with increasing the diversity of products, competitive pricing, and choose a strategic location. Wong Art bakery & café needs to maintain all elements that are considered good by consumer and fix things that are not good enough for consumer.