Pengaruh Pelayanan, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian. (Studi Kasus Pada Indomaret Ruko Garuda Mas)

Abstrak

The purpose of this the research is to know the influence of service, product quality, and location on purchasing decisions at Indomaret Ruko Garuda Mas. This study uses three independent variables namely service, product quality and location with the dependent variable is purchasing decisions. The data in this study were collected through distributing questionnaires to 100 people who had visited Indomaret Ruko Garuda Mas as research samples. The sampling technique used is purposive sampling. The data analysis method used is quantitative analysis, namely validity and reliability tests, multiple linear regression analysis, F test, t test and the coefficient of determination. The results of this study indicate that the service, product quality, and location variables simultaneously influence purchasing decisions, this is evidenced by the significance value of the f test, which is 0.000 <0.05. The results of the t-test prove that service and product quality affect purchasing decisions, this is evidenced by the significant value of the two variables of 0.000 <0.05. While the location variable has no effect on purchasing decisions because the significance value is 0.425> 0.05. Calculation of the coefficient of determination R2 obtained Adjusted R Square value of 0.786 meaning that purchasing decisions are influenced by service, product quality and location by 78.6% while the remaining 21.4% is influenced by other factors not examined in this study.