PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Konsumen Bebek Ireng Khas Madura)

Rastika, Tiara Indun (2023) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Konsumen Bebek Ireng Khas Madura). Sarjana / Sarjana Terapan (S1/D4) thesis, Universitas Muhammadiyah Semarang.

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Abstract

This study entitled "The Influence of Product Quality, Service Quality, and Location on Consumer Purchase Decisions (Study on Bebk Ireng Khas Madura Consumers)". The purpose of this study was to determine the effect of product quality, service quality, and location on consumer purchasing decisions (study on Bebk Ireng Khas Madura consumers). The population in this study are consumers who buy products at Bebek ireng seasoning whose number is not known for certain, or it can be said to be infinite. The sampling technique uses the Incidental accidental sampling technique, which is a sampling technique based on chance, that is, anyone who meets the researcher by chance can be used as a sample, if it is deemed that the person met by chance is suitable as a data source. The sample in this research uses 100 respondents. The data analysis technique used is multiple linear regression. The results of this study get the equation Y=0.185X1+0.110X2+0.325X3+e. T test results Product quality variable (X1) t value 1.038 service quality t value 659 and t test location -2547. So it can be concluded that partially all independent variables have a positive and significant effect on purchasing decisions. The F value is 2.3 and the significance value is 0.76. A significance value of less than 0.05 indicates a significant regression model and can be used to predict the dependent variable. The R Square value is 0.671, which means that 67% of the variation in the purchase decision can be explained by the independent variables of Product Quality, Service Quality, and Location. While the remaining 33% is explained by other factors Keywords: Product Quality, Service Quality, Location and Purchase Decisions

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