ANALISIS PENGARUH HARGA, FASILITAS, DAN LOKASI TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA STUDIO MUSIK (Studi pada Pelanggan Studio Musik 40 Banyumanik)

Abstract

This study aims to determine whether the price, facilities and location affect the consumer decisions use the services of Music Studio 40 Banyumanik and analyzing the most dominant factor in influencing the consumer’s decision to use the services Music Studio 40 Banyumanik. The Population in this research is the consumer of Music Studio 40 Banyumanik. Samples taken as many as 100 respondents using the Non - Probability Sampling technique with Accidental sampling approach, namely sampling technique based on coincidence, that anyone who happened to meet with investigators can be sampled if it is deemed appropriate. The analytical method used is multiple linear regression. Results research found that the regression equation that is formed is Y = 0,431X1 + 0.314X2+ 0.204X3. Result of the study evidenced that price had a stronger effect than the other two independent variables on purchase decision. The results showed that price, facilities and location have positive and significant impact to the purchasing decision. Based on the statistic data analysis, the indicators in this research is valid and variables is reliable. In the classical testing assumption,the regression model free multicollonierity, the heteroscedasticity does not occur, and normal distribution.The individual sequence of each variable that is the most influential is the variable price variable regression coefficient of 0.431, and facilities with variable regression coefficient of 0.314, followed by the location variable regression coefficient of 0.204. Music Studio 40 Banyumanik needs to maintain all elements that are considered good by by consumer and fix things that are not good enough for consumer