PENGARUH HARGA, LOKASI, DAN KELENGKAPAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA SAMUDRA SWALAYAN MADIUN)

Vika Cahya Mustika, Hari Purwanto, Apriyanti Apriyanti

Abstract


The purpose of this study was to determine the effect of price, location and product completeness on purchasing decisions at Samudra Swalayan Madiun, either partially or simultaneously. The data collection method uses a questionnaire that is distributed to consumers who make purchases at Samudra Swalayan Madiun. The population in this research is the consumers of Samudra Supermarket Madiun. The sample used in this research was 100 respondents with purposive sampling technique, and the data collection instrument used a questionnaire with a Likert scale that met the reliability and validity requirements. The data obtained were then processed using SPSS 24 to perform the t test, F test, multiple linear regression and the coefficient of determination. The results show that the price, location and completeness of the product have a positive and significant effect on purchasing decisions.

Keywords: Price, location, product completeness, purchase decision



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