| dc.description.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. | en_US |
