THE INFLUENCE OF PRICE, LOCATION AND SERVICE QUALITY ON PURCHASING DECISIONS AT WARUNG MIE SURABAYA DEK UYUN IN AMBARAWA
Abstract
This study aims to determine the influence of price, location, and service quality on product purchasing decisions, especially in the food sales business sector, which is motivated by the times. So people often look for something easy, practical, and instant to meet the needs of food and drinks. The population in this study is all people who have made purchases at Warung Mie Surabaya Dek Uyun Ambarawa. The sampling technique uses Accidental Sampling with a sample of 100 respondents from consumers of Warung Mie Surabaya Dek Uyun Ambarawa. The method used in this study is multiple linear regression with data collection techniques using questionnaires. While instrument testing uses validity and reality test Based on the results of the classical assumption test, it is known that the data used in this study are normally distributed, free from symptoms of multicholinerity, and heteroscedasticity does not occur. The results of the t test study on the price variable showed a calculated t value of 0.568 > ttable 1.980 with a significance value of 0.571 > 0.05, the location variable showed at count of 3.881 > ttable 1.980 with a significance value of 0.000 < 0.05, the service quality variable showed tcount of 3.891 > ttable 1.980 with a significance value of 0.000 < 0.05, it can be concluded that the variables of location, and service quality partially have a positive and significant effect on purchasing decisions. However, the first variable is the price that has no effect with a calculated t value of 0.568 > ttable 1.980 with a significance value of 0.571 > 0.05. The advice in this study is location, and service quality is very important for consumers when going to buy a product, it is expected that entrepreneurs are required to consider things related to location, and service quality.
