PENGARUH LOKASI, HARGA DAN KERGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MALL DINOYO CITY (Studi Kasus Pada Konsumen Mall Dinoyo City)

Abstract

ABSTRACT
This research was aimed to investigate the influence of location, price and
product diversity to the decision of the purchase of Mall Dinoyo City Malang
Consumers The population in this research is Consumers of Mall Dinoyo City
Malang in the last month Mei-July 2017. Sample taken by using the method
accidental sampling in order to obtain 97 of respondents who qualified in the
sample .This research using the primary data and multiple regression analysis
method.
The result of this research shows that the variable of location has positive
and significant effect to the decision of the purchase , the variable price has
positive and significant effect to the decision of the purchase, and variable of
product diversity has positive and insignificant effect to the decision of the
purchase .Simultaneously variable location, price , and product diversity have
significant influence to the decision of the purchase .
Keywords:Location, Price, Product Diversity, Decision Of The Purchase.