Pengaruh Lokasi, Harga, Kelengkapan Produk, Kualitas Produk, Tata Letak Produk, Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian (Studi Kasus Pada Depo Bangunan Malang)

Abstract

ABSTRACT

The purpose of this study was to determine the effect of location, price, product completeness, product quality, product layout, service quality and promotion on purchasing decisions. The population of this research is all consumers of Malang Building Depo. Samples can be taken using the al sampling method where the sampling is based on chance and the total obtained from the assessment is 99.3 samples of people. This uses a multiple linear regression model. In this study produced a conclusion where location, price, product completeness, product quality, product layout, service quality and promotion influence purchasing decisions. Price, product completeness, product quality, product layout, service quality have a significant partial effect on purchasing decisions. Location and promotion do not have a significant partial effect on purchasing decisions.

Keywords : Lokasi, Harga, Kelengkapan Produk, Kualitas produk, Tata Letak Produk, Kualitas Pelayanan, Promosi, Keputusan Pembelian