Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Daging Ayam Beku di Kios Unggas Kota Medan

Abstract

The purchase decision process is the action of a buyer deciding whether or not to purchase a product. Consumer purchase decisions can be influenced by various factors, including product quality, price, and location. This research aims to determine the influence of product quality, price, and location on the decision to purchase frozen chicken meat at Kios Unggas in Medan City. Data collection was carried out in August-September 2024. The number of sample was 96 people whom were chosen through accidental sampling method. The data were collected through observation, questionnaires and interviews. Then they were analyzed using multiple linear regressions. The research results show that product quality and location had an effect on the purchase decision of frozen chicken at Kios Unggas in Medan City