PENGARUH HARGA, KUALITAS PRODUK, DAN TEMPAT TERHADAP KEPUTUSAN PEMBELIAN PADA STORE NERSA HIJAB SURABAYA

Abstract

This research aimed to find out the effect of price, product quality, and place on the buying decision of hijab (a case study of Store Nersa Hijab, Surabaya). The populayion was all customers of Store Nersa Hijab with unlimited numbers. While, the data collection technique used accidental sampling, in which there were 100 respondents as sample. Moreover, the data used primary with questionnaire as the instrument. In addition, the data analysis technique used multiple linier regression. From the reseach result, which used classical assumption test namely normality, multicolinearity, and heteroscedacity, it concluded all variables were not against the criteria given. Furthermore, from the proper test model which used F-test and determination coefficient, it concluded the model was properly used. In addition, from hypothesis test, it concluded price, product quality and place had positive and significant effect on the buying decision of Store Nersa Hijab.

Keywords: price, product quality, place, buying decision.