Pengaruh Kualitas Produk, Harga dan Lokasi Terhadap Keputusan Pembelian Pada Rumah Makan Soto Ayam Kampung H. Madjar di Kota Probolinggo

Handayani, Sri (2020) Pengaruh Kualitas Produk, Harga dan Lokasi Terhadap Keputusan Pembelian Pada Rumah Makan Soto Ayam Kampung H. Madjar di Kota Probolinggo. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This research was conducted to know the effect of product quality, price and location against purchasing decision at Soto Ayam Kampung H. Madjar restaurant in Probolinggo. Research design using survey method. The population of research is 40 consumers who bought Soto H. Madjar repeatedly. Sampling techniques using incidental sampling. The research instruments is in the form questionnaires. The analytical techniques used are multiple linear regression, coefficient of determination, F test and t test. The results of research data processed using SPSS software version 25 for Windows. The F test result indicates that the product quality variable (X1), the Price (X2) and the location (X3) in unison have significant effect on the purchase decision (Y). T test results indicate that the product quality variable (X1) and Price (X2) significantly affect the purchase decision (Y), while the impact of the location variable (X3) is not significant to the purchase decision (Y) of Soto H. Madjar in Probolinggo.

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