PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN

This study aims to determine the effect of product quality, service quality and location on purchasing decisions at Martabak Sinar Senayan Kauman Kebumen. The problem raised in this study is the influence of product quality, service quality and location on the purchasing decision of Sinar Senayan Kauman Martabak Kebumen, with the aim of knowing how much influence product quality, service quality and location have on purchasing decisions at Sinar Senayan Kauman Martabak Kebumen partially or partially. Simultaneous. The samples taken in this study were 100 consumers at Sinar Senayan Kauman Martabak Kebumen as respondents. The instrument or data collection tool in this study was using a questionnaire/questionnaire. The data analysis tool used in this research is using multiple linear regression analysis. Data analysis techniques used include qualitative analysis and quantitative analysis consisting of validity test, reliability test, t test, F test, multiple linear regression analysis (Likert scale). Data were analyzed with the help of SPSS Release 25 for Windows. The results of proving the first hypothesis that product quality partially has a significant influence on purchasing decisions. The results of the second hypothesis that service quality partially has a significant influence on purchasing decisions. The results of proving the third hypothesis that the location partially has a significant influence on the purchase decision. The results of the fourth hypothesis that product quality, service quality and location simultaneously have a significant influence on purchasing decisions.
Keywords: Product Quality, Service Quality, Location, Purchase Decision