Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen pada Youlanda Bakery and Cake Shop Delitua

Abstract

Youlanda Bakery and Cake Shop is a culinary efforts in the field of bread, which was established on 1 January 2007. Rapid development of business in the culinary world requires a company to be more competitive in the face of competition. In winning the competition can be done by creating products that fit the needs and tastes of consumers as well as to follow the changes in the environment. It is necessary for the analysis of the factors that influence consumer purchasing decisions on Youlanda Bakery and Cake Shop in order to continue to increase competitiveness as well as corporate profits. This study focused on the analysis of product factors, the price, location, and service to the consumer purchasing decisions on Youlanda Bakery and Cake Shop. This study aims to identify and analyze the influence of product, price, location, and service to the consumer purchasing decisions on Youlanda Bakery and Cake Shop Delitua, and more dominant factor influencing it. Author interesting hypothesis that the factor of product, price, location, and service positive and significant impact on consumer purchasing decisions Youlanda Bakery and Cake Shop Delitua, and more dominant factor influencing it is the price factor. The method used is descriptive analysis method and the method of multiple linear regression analysis, using the simultaneous test / simultaneous, partial test, and analysis of the determinants. The data used is primary data and secondary data. This study used a sample of 70 respondents using accidental sampling method. The results showed that the first hypothesis is proven, namely simultaneous / simultaneous factor product, price, location, and service positive and significant impact on consumer purchasing decisions Youlanda Bakery and Cake Shop Delitua. Then, the second hypothesis was also proved, that the price factor is a more dominant factor influencing consumer purchase decisions Youlanda Bakery and Cake Shop Delitua.