PENGARUH PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN MIE RATE “RAJA TEGA” BALONGPANGGANG GRESIK
Abstract
This research aims to analyze the effect of product, price and location on purchase decision. The sample of this research is the people who consume the product of Mie Rate "Raja Tega" Balongpanggang Gresik. The sampling technique in this research used the theory of Sugiono with a non-probability sampling technique, namely purposive sampling totaling 100 respondents. Statements were given using a questionnaire. Responses from respondents were analyzed using Statistical Product and Service Solutions (SPSS) version 21. This study research multiple linear regression analysis. Hypothesis testing was carried out partially (t-test) and simultaneously (F-test). The results of this study indicate that product, price, and location simultaneously have a positive and significant effect on purchasing decisions for the Mie Rate "Raja Tega" Balongpanggang Gresik product. Partially Product affects the Purchase Decision. While the Price and Location have positive effect but not significant on purchase decisions. The independent variables in this research have an influence of 58,7% on purchase decisions and the rest are influenced by other variables that aren’t in this research
References
Ardianti, A. N., & Widiartanto, W. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee. (Studi pada Mahasiswa Aktif FISIP Undip). Jurnal Ilmu Administrasi Bisnis, 8(2), 55-66.
Farki, Ahmad, and Imam Baihaqi. (2016). Pengaruh Online Customer Review dan Rating terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. Jurnal Teknik ITS, vol. 5, no. 2, 2016.
Gunawan, H., & Ayuningtiyas, K. (2018). Pengaruh Kepercayaan, Kemudahan Dan Kualitas Informasi Terhadap Keputusan Pembelian Daring Di Aplikasi Bukalapak Pada Mahasiswa Politeknik Negeri Batam. Journal Of Applied Business Administration, 2(1), 152-165.
Kotler,P. & Amstrong,G. (2019). Principles of Marketing. 12th Edition. Jilid 1 .Terjemahan Bob Sabran Jakarta: Erlangga.
Made, M. G., Rodhiyah, R., & Widiartanto, W. (2015). Pengaruh promosi dan harga terhadap keputusan pembelian surat kabar harian suara merdeka. Jurnal Ilmu Administrasi Bisnis, 4(2), 462-473.
Sugiyono. (2019). Metode Penelitian Kuantitatif. Yogyakarta. Alfabeta
Sukmasari, Erlinda. (2019). Bagaimana Mie menjadi makanan rakyat di benua Asia. https://cultura.id/bagaimana-mie-menjadi-makanan-rakyat-di-benua-asia (12 Mei 2021).
Tjiptono, F. (2020). Strategi Pemasaran. Yogyakarta: Andi.
Tulangow, S. G., Tumbel, T. M., & Walangitan, O. F. (2019). Pengaruh Promosi dan Harga Terhadap Keputusan Pada Pembelian PT. Shopee International Indonesia Di Kota Manado. Jurnal Administrasi Bisnis (JAB), 9(3), 35-43.
Wibawati, D. & Prabhawati, A. (2021) .Upaya Indonesia Dalam Mempromosikan Wisata Kuliner Sebagai Warisan Budaya Dunia. , Journal of Tourism and Creativity, Vol. 5, Nomor 1. ISSN: 2716-5159.
