PENGARUH KUALITAS LAYANAN, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Competition in the increasingly fierce business world encourages business people must know how to fulfill the needs and desires of their consumers, by providing satisfactory quality services, affordable prices and convenient location and easy to reach. This research aims to determine the influence of the service quality, price and location on the decision to buy Lamongan chicken soto of Cak Har Merr Surabaya. This type of research uses quantitative descriptive method. The population in this research is the customers Lamongan chicken soto Cak Har Merr Surabaya which is at least 20 years old. The sampling technique that been used is the accindent sampling technique with the number of the samples is 98 respondents. The data analysis technique that been used is multiple linear regression analysis. Based on the results of multiple linear regression analysis shows that the variable quality of service, price and location have a positive influence on purchasing decisions. The result of hypothesis test shows that the service quality, price and location variables are positive and significant to the buying decision of Lamongan chicken soto Cak Har Merr Surabaya.
Keywords: quality of service, price, location and purchase decision