Pengaruh Harga, Lokasi dan Kualitas Layanan Terhadap Keputusan Pembelian pada Toko Komputer Cyber Mall Malang ( Studi Kasus Pada Konsumen Cyber Mall Malang)

Abstract

ABSTRACT

This study aims to test and analyze the effect of Price, Location and Service Quality on Purchasing Decisions at Cyberr Mall Malang Computer Shop. The variables used are Price, Location and Service Quality as independent variables, while the Purchasing Decision variable is the dependent variable. The population used in this study were consumers at the Cyberr Malang computer shop. The sample in this study were 86 respondents and the technique used in this study was a questionnaire or questionnaire. Data collection methods used primary and secondary data. The analysis used includes the Instrument-Test, normality test, some linear regression analysis, classical assumption tests, and hypothesis tests using multiple regression analysis of SPSS 25.0. The results show that price, location and service quality as independent variables have a significant effect on purchasing decisions..

Keywords: Price, Location, Service Quality, Purchasing Decision