PENGARUH LOKASI, KUALITAS PELAYANAN, KERAGAMAN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI TB. REJEKI AGUNG SURABAYA

Abstract

This research aimed to examine, analyse, and find out the effect of location, service quality, product variety, and
price on buying decision. While, the independent variables were location, service quality, product variety, and
price. Meanwhile, the dependent variable was buying decision. The research was descriptive-quantitative.
Moreover, the population was consumers of TB. Rejeki Agung Surabaya. Futhermore, the data collection
technique used purposive sampling, in which the sample was based on criteria given. In line with, there were 100
respondents of consumers of TB. Rejeki Agung Surabaya. In addition, the data analysis technique used multiple
linear regression with SPSS (Stastistical Product and Service Solution) also vlidity and reliability test as the
instrument. The research result concluded locationhad positive and significant effect on buying decision at TB.
Rejeki Agung Surabaya. Likewise, service quality had positive and significant effect on buying decision at TB.
Rejeki Agung Surabaya. Similar to location and service quality, product variety as well as price had postive and
significant effect on buying decision at TB. Rejeki Agung Surabaya.
Keywords: location, service quality, product variety, price, buying decision