PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIANPADA BANDENG PRESTO YU’TI DI KOTA SEMARANG

NURAZIZAH, SITI (2023) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIANPADA BANDENG PRESTO YU’TI DI KOTA SEMARANG. Sarjana / Sarjana Terapan (S1/D4) thesis, Universitas Muhammadiyah Semarang.

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Abstract

Purchase decisions as individual activities are directly involved in obtaining and using the products offered. Consumers before deciding to make a purchase are based on the existence of a need that is trying to be fulfilled. The decision to purchase a product is a very important decision for business actors, including the milkfish presto product business. Milkfish presto Yu'Ti in Semarang City must be able to improve consumer purchasing decision behavior, by knowing the factors that can influence purchasing decisions. The purpose of this study was to determine the effect of product quality, price perception, and location on purchasing decisions for milkfish presto Yu'Ti in Semarang City. The population in this study were all consumers who purchased Bandneg Yu'Ti products in the city of Semarang, with a total sample of 100 respondents who were taken using an accidental sampling technique. The data used are primary data, obtained through distributing questionnaires. The data analysis technique uses multiple linear regression. The results of the t hypothesis test are as follows: the calculated t value of the product quality variable is greater than the t table value, namely 4.818 > 1.985, and a significant value of 0.000 <0.05. The t-count value of the price perception variable is greater than the t-table value, namely 4.783 > 1.985, and a significant value of 0.000 <0.05. The t value of the location variable whose location is greater than the t table value is 3.623 > 1.987, and a significant value of 0.000 <0.05. From these results it can be concluded that product quality (X1), price perception (X2), and location (X3) partially have a positive and significant effect on purchasing decisions (Y). The results of the F test in this study obtained a calculated F value that was greater than F table (74.529 > 2.70), and a significance value less than 0.05 (0.000 <0.05), meaning that the independent variables (product quality, perceived price , and location) simultaneously or together have a positive and significant effect on purchasing decisions (Y). Keywords: Product Quality, Perceived Price, Location, and Purchase Decision

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