PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA PERSEBAYA STORE

Abstract

The research aimed to examine the effect of product quality, price and location on the buying decision of Persebaya Store products of Surabaya Townsquare. While, The population was consumers of Persebaya Store, which located in Surabaya Townsquare. The data was primary. Moreover, the data collection technique used accidental sampling with 98 respondents. Furthermore, the data analysis technique used multiple linier regression with SPSS (Statistical Product and Service Solution). From the classical assumption test, it concluded the research had fulfilled the criteria given. In other words, t-test and regression test had positive and significant effect on the buying decision. In brief, the manager of Persebaya Store of Surabaya Townsquare was expected to consider more about the strategy which related to product quality, price, and location. These could effect the consumers buying decision. So, quality product, price and location simultaneously had significant effect on the buying decision of Persebaya Store of Surabaya Townsquare.
Keywords: quality, price, location, buying decision.