ANALISIS PENGARUH HARGA, LOKASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Warung Makan Geole Semarang)

Abstract

This research is motivatedsalesdecreaseGeolePublic Eatingin the period2011-2013. The decline insalescan be formulatedthathowconsumers makepurchasing decisionsin thePublic Eatingfoodin the middleGeolephenomenonincreasingly fierce competition. This study aimedtoexamine the effect ofpriceperception, location, andqualityproductsto the purchasing decisioninPublic EatingGeoleSemarang. This studyusingaccidental sampling methodtosamplefromthe populationnumbered100 peopleDelicatessensconsumersGeoleSemarang. The analytical methodusedismultiple linear regression. The results ofthe studyfound thatthe followingregressionequation: Y = 0.262 X1 + 0.377 X2 + 0.289 X3 . Based onstatisticaldata analysis, the indicatorsin this study arevalid and reliable. In theclassicalassumption test, regressionmodelsmultikolonieritasfree, does not occurheteroscedasticity, andnormal distribution. The greatestvariableis the variablelocationof0.377, whilethe smallestvariableis price of0,262. The results ofthe studyfound thatall ofthe independentvariablesanda significantpositiveeffectonthe dependent variable