PENGARUH HARGA, LOKASI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI CONSINA STORE SURABAYA

Abstract

This research aimed to examine and analyze the effect of price, location, and brand image on the buying decision of Consina Store, Surabaya whichlocated in jalan Ngagel, Surabaya. The populatin was customers of Consina Store, Surabaya who had ever bought at Consina Store, Surabaya while, the data were primary. Moreover, the data collection technique used incidental sampling, in which the number of samples were 100 respondents. Furtheremore , the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 25. In addition, from classical assumption t test and regression test concluded price, location, and brand image had positive and significant effect on the buying decision. In brief, the consina company was expected to consider its strategy in determining price, location and brand imageas they had effected the buying decision of the customers. Consina Company is expected to further maintain and enhance its brand image by holding CSR and increasing price discounts to improve purchasing decisions.
Keywords : price, location, brand image, buying decision