Analisis Pengaruh Lokasi, Kualitas Produk, dan Harga terhadap Keputusan Pembelian (Studi pada Waroeng Steak and Shake Jl. Dr. Mansyur No. 85 Medan)

Abstract

Development of globalization bring on competition in business world being more strict, including culinary business. This situation causes fluctuation on sale and consumer volume. Therefore, some efforts are needed to increase purchasing decisions by understand the consumer behavior on making purchasing decisions. Purchasing decisions are influenced by some factors, such as location, product quality and price. So, this research is about analyzing how location (X1), product quality (X2), and price (X3 The aim of this research is to determine the influence of location, product quality, and price of purchasing decisions at Waroeng Steak and Shake Jl. Dr. Mansyur and also to analyze the dominant factor that effects purchasing decisions at Waroeng Steak and Shake Jl. Dr. Mansyur. ) influence purchasing decisions (Y) and provide alternatives for making right strategy formulations to face the competition. The population in this research are consumers of Waroeng Steak and Shake Jl. Dr. Mansyur. 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. Then, the data obtained were analyzed using multiple regression. This analysis includes the validity test, reliability test, multiple regression analysis, classic assumption test, hypothesis testing through the F test and t test, and coefficient of determination analysis (R²). The result obtained regression equation: Y = a + bX1 + cX2 + dX Y = 5,063 + 0,391 X 3 1 + 0,150 X2 + 0,157 X The result showed that location, price, and quality of the product have positive and significant impact to the purchasing decision. The most dominant factor that effect of purchasing decisions are location variable with a regression coefficient of 0,391, then the price variable with a regression coefficient of 0,157, and the last is the quality of product variable with a regression coefficient of 0,150.Hypothesis testing using t test is showing that the three independent variables are location (X 3 1), quality of product (X2), and price (X3) on partial positively and significantly affect the dependent variable is the purchasing decision (Y). Then, from the F test is showingthat the variables location, quality of product, and price are simultaneously influenced purchasing decisions. And the result of determination coefficient (Adjusted R Square) showed that 52,6% variationof purchasing decisions can be explained by location, quality of product, and price. While the rest of 47,4% was explained by other variables outside of thethree variables used in this research.