PENGARUH LOKASI, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA LALULALANG CAFE DI SURABAYA

Abstract

This research aimed to examine the effect of location, price, and product quality on customers’ purchas
decisions at Lalulalang cafe. this research used a quantitative method. Moreover, the population of this
research used all the customers of the Lalulalang cafe. this research used the Non-Probability Sampling
technique with an accidental sampling mode with 100 respondents. Beside, the data source of this
research used primary data taken by a distribution questionnaire. On the other hand, this research’s
data analysis method used multipler linier regressions analysis with SPSS program 25 version. The
classic assumption test result through a normality test, multicollinearity test, heteroscedasticity test,
the model feasible test used F test, and the coefficient determines that this research’s regression model
was feasible to use. Moreover, the descriptive research result explained that location, price, product
quality, and purchase decision were included in good categories. Additionally, hypothesis test result
showed that location, price, and product quality had positive and significant effects on customers’
purchase decision at Lalulalang cafe. it indicated that location, price, and product quality would
increase; therefore, it also increased the purchase decision.
Keyword: location, price, produk quality, purchase decision