PENGARUH KUALITAS PELAYANAN, LOKASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA ALFAMART RAYA SEMEMI SURABAYA

Abstract

This study aims to determine the effect of service quality, location and price on purchasing decisions. Respondents in this study were consumers who made purchases at Alfamart Raya Sememi Surabaya. This research uses multiple linear regression and hypothesis test (uji t) with the help of the SPSS version 22. Based on the results of the classical assumption test. The results of hypothesis testing show that; Service quality has a significant positive effect on purchasing decisions, meaning that the better the quality of services provided, the higher the purchasing decision; Location has a significant positive effect on purchasing decisions, meaning that the more strategic a location is owned by Alfamart Raya Sememi Surabaya, the greater the profit opportunities that will be obtained; Price has a significant positive effect on purchasing decisions, meaning that the more affordable the price offered and the appropriate quality, the easier it is for consumers to make purchasing decisions.