PENGARUH HARGA, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA AIOLA EATERY SURABAYA

Abstract

This research aimed to find out the effect of price, location, and promotion on buying decision at Aiola Eatery Surabaya. While, the population was all visitors of Aiola which is on Jl. Slamet No.16, Ketabang, Kec. Tile, Surabaya City, East Java 60272. The research was associative-quantitative research. Moreover, the data collection technique used probability sampling techniques. In line with, there were 100 respondents as the research sample. The data collection technique uses a questionnaire and is filled in directly by Aiola visitors. Furthermore, the data analysis technique used multiple linear regression analysis with SPSS (Statistical Product and Service Solution) as the instrument. From the hypothesis test results, it concluded that price had a positive and significant effect on buying decisions at Aiola Eatery Surabaya. Likewise, location had a positive and significant effect on buying decisions at Aiola Eatery Surabaya. On the other hand, promotion did not have a positive effect on buying decision at Aiola Eatery Surabaya.
Keywords : price, location, promotion, buying decisions