Pengaruh Kualitas Produk, Lokasi, dan Harga terhadap Keputusan Pembelian Mixue di Gerai Jl. Jamin Ginting Medan

Abstract

This study aims to determine and analyze the effect of Product Quality, Location, and Price on Purchasing Decisions at Mixue outlets Jl. Jamin Ginting Medan. This research is associative and the type of data used is quantitative data. The data used was obtained from interviews and distributing research questionnaires. The data analysis method used is descriptive analysis and multiple linear regression analysis. The data analysis technique used is descriptive statistical analysis and multiple linear regression analysis. The population of this study were customers at Mixue Jl. Jamin Ginting Medan. The sample in this study amounted to 95 respondents. The results of this study indicate that simultaneously, Product Quality, Location, and Price simultaneously have a significant effect on Purchasing Decisions. Partially, the Product Quality variable has a negative and significant effect on Purchasing Decisions, the Location variable has a positive and significant effect on Purchasing Decisions, and the Price variable has a positive and significant effect on Purchasing Decisions.