Pengaruh Lokasi, Kelengkapan Produk, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Alfamart Blahkiuh Di Kabupaten Badung

Abstract

Purchasing decision is a process of integrating which is combined to evaluate two or more alternative behaviors and select one of them. The purpose of this study was to determine the effect of location, product completeness and service quality on purchasing decisions of Alfamart Belahkiuh in Badung Regency. This research was conducted at Alfamart Belahkiuh at Jalan Ciung Wanara, Br. Delod Pasar, Ex. Belahkiuh, Kec. Abiansemal, Kab. Badung. Questionnaires that have been tested for validity and reliability were given to respondents. The number of respondents taken was 99 respondents using the Accidental sampling method. Data collection was carried out through observation, interviews, documentation, literature study and questionnaires. The data analysis technique used is multiple linear regression analysis, determination test, t test (partial regression), and F test (simultaneous regression). Based on the results of the analysis, it was found that location had a positive and significant effect on purchasing decisions at Alfamart Blahkiuh in Badung. Product completeness has a positive and significant effect on purchasing decisions at Alfamart Blahkiuh in Badung. Service Quality has a positive and significant effect on Purchasing Decisions at Alfamart Blahkiuh in Badung. Location, Product Completeness and Service Quality have a positive and significant effect on Purchasing Decisions at Alfamart Blahkiuh in Badung.