PENGARUH HARGA, LOKASI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUMBER HIKMAH JAYA

Abstract

This research aimed to find out the effect of price, location, and product quality on product buying decisions of Sumber Hikmah Jaya. As time goes by, product variation in Indonesia develops rapidly, one of them is motorcycles, therefore, this type of business becomes a promising sector of industry. The research was quantitative with causal comparatives as its method. Moreover, the data collection technique used accidental sampling. In line with that, there were consumers of Sumber Hikmah Jaya as a research sample. Furthermore, the instrument used questionnaires, which were distributed to be consumers. Additionaly, the data analysis technique used multiple linear regression with SPSS 25. The research result, from F-test, concluded that this regression model was properly used. Meanwhile, from t-test, it concluded that price had a positive and significant effect on product buying decisions of Sumber Hikmah Jaya. Likewise, location had a a positive and significant effect on product buying decisions of Sumber Hikmah Jaya. Similarly, product quality had a a positive and significant effect on product buying decisions of Sumber Hikmah Jaya.