ANALISIS KUALITAS PRODUK, HARGA, LOKASI, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Rumah Makan Tulang Lunak Cak Sani Jember)

Abstract

This study aims to test and analyze product quality, price, location, promotion and quality of service to purchasing decisions at Cak San Jember Soft Bone Restaurant. This type of research uses quantitative descriptive. The population in this study is consumers who made purchases at Cak San Jember Soft Bone Restaurant. The sample used as many as 130 respondents. Analysis tools use multiple linear regressions. The results prove that Product Quality, Price, Location, Promotion and Quality of Service influenced the Purchase Decision at Cak San Jember Soft Bone Restaurant. From the results of multiple linear regressions it can be known that the results of the test t calculate the quality of the product of 4,486 and the significance level of 0.000, then Ho is rejected and H1 is accepted. Variable Price with calculated t of 3,084 and significance level of 0.003, then Ho is rejected and H1 is accepted. Location Variable with calculated t of 3,732 and significance level of 0.000, then Ho is rejected and H1 is accepted. Promotion variable with t count of 4,133 and significance level of 0.000, then Ho is rejected and H1 is accepted. Service Quality Variable with t count of 2,355 and significance level of 0.020, then Ho is rejected and H1 is accepted. Keywords: