ANALISIS PENGARUH PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Toko Buku Togamas Bangkong Semarang)

Abstract

The rapid globalization nowadays affects the society’s lifestyle inevitably. The society’s needs of information, such as books, in this developing era grow more. Books has no limitation for the people, therefore there are many publishing companies and bookstores that provide books for publics. This way, bookstores grow in their own way of characteristic to attract the customers. Bookstore is a place that offers various of books and stationaries. The purpose of this research is to find out the influence of product, price, and location toward the purchasing decision. This research is the type of descriptive research that describes the related objects to the common decision-makings. The population of this research is all of the customers who purchase the economic, IT, and comic-related books in Togamas Bookstore located in Bangkong, Semarang. The sample of this research is 100 customers of Togamas Bookstore taken by purposive sampling method. The collection of data is done by distributing questionnaires. The multiple regression result is Y = 0,485X1 + 0,394X2 + 0,243X3. The independent variable that has the most influence toward the dependent ones is product (0,485) followed by price (0,394) and location (0,243) respectively. The t-test result shows that the entire of independent variables (product, price, and location) have positive influence toward the dependen variable that is the purchasing decision of economic, IT, and comicrelated books in Togamas Bookstore Semarang. From the result can be concluded that according to the customers, the independent variables are considered important to make the purchasing decision of those types of book in Togamas Bookstore Semarang. The result of determinant coefficient (adjusted R2) is 0,543. Therefore, 54,3% of purchasing decision can be explained by variable of product, price, and location while the rest (45,7%) is affected by another variables that is not included in this research