Pengaruh Pelayanan, Disiplin Kerja dan Lokasi terhadap Keputusan Konsumen dalam Memilih Bimbingan Belajar Ganesha Operation Jl. Hayam Wuruk No. 7 ABC Medan

Abstract

Consumer Decisions is the selection of an action against two or more alternative choices of consumers. Services, work discipline and location influence consumer decisions in choosing Ganesha Operation’s Tutorial In Hayam Wuruk Street No. 7 ABC Medan. Based on this background, this study aims to determine and analyze how big the influence of service, work discipline and the location of the consumer decision in choosing Ganesha Operation’s Tutorial In Hayam Wuruk Street No. 7 ABC Medan with the benefit to add insight, knowledge, science and reference for researcher and students of Business Administration in Faculty of Social and Political Science in North Sumatera University and for submit the material that is useful for institutions related. The method used in this research is associative research methods with quantitative approaches and there are 90 samples in this study ie, the students who sit in third high school. From the research conducted, it is concluded that Multiple Regression Analysis indicate the service, work discipline and location simultaneously positive effect on the consumer decisions. F-test result indicate the service, work discipline and location simultaneously significant effect on the consumer decisions. T-test results on the service, work discipline and location have a partial influence on the consumer decisions of Ganesha Operation’s Tutorial in Hayam Wuruk Medan. The test results of coefficient of determination (R2 ) of 65.4 % in consumer decision factors can be explained by the variable of service, work discipline and location (in this case, the variable of service is the most dominant variable in the variables that influence consumer decision in choosing Ganesha Operation’s Tutorial in Hayam Wuruk Medan), while the remaining 34.6 % can be explained by other factors not examined.