Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Di Warung Ikan Bakar Kabupeten Situbondo
DOI:
10.25047/jmaa.v1i1.4Downloads
Abstract
Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh kualitas produk, harga, kualitas layanan dan lokasi terhadap keputusan pembelian di warung ikan bakar Bu Tatik Kabupaten Situbondo. Metode penelitian ini menggunakan metode penelitian survei. Teknik analisis data yang digunakan adalah Analisis Regresi Linier Berganda dengan menggunakan program SPSS 21.00 for windows. Hasil pengujian menunjukkan bahwa variabel kualitas produk, harga, kualitas layanan dan lokasi secara serempak berpengaruh signifikan terhadap keputusan pembelian. Pengujian regresi secara parsial kualitas produk, harga kualitas layanan dan lokasi berpengaruh signifikan terhadap keputusan pembelian dan variabel berpengaruh dominan adalah kualitas produk.
Keywords:
Kualitas produk , Harga , Kualitas Layanan , Lokasi dan Keputusan PembelianReferences
Sopiah dan Sangadji. 2013. “Perilaku Konsumen Pendekatan Praktis Disertai Himpinan Jurnal Penelitian”, Yogyakarta: Andi Yogyakarta.
Herlambang, S. 2014. “Basic Marketing (Dasar - Dasar Pemasaran) Cara Mudah Memahami Ilmu Pemasaran. Yogyakarta: Gyosen Publishing.
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