Pengaruh Lokasi Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Angkringan Lumba-Lumba Pekanbaru

Ramapala, Ilham (2020) Pengaruh Lokasi Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Angkringan Lumba-Lumba Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of location variables, price perceptions and product quality on consumer purchasing decisions on Angkringan Lumba - Lumba Pekanbaru both simultaneously and partially. This research was conducted in Angkringan Lumba - Lumba which is on the Lumba - Lumba road. The population in this study were all consumers of Angkringan Lumba - Lumba. Sampling in this study amounted to 100 respondents. Data collection using a questionnaire with accidental sampling technique. The questionnaire was arranged on a Linkert scale. Data analysis method used is multiple linear regression analysis processed with the help of SPSS 25.0 application with a significance level of 0.05. The results obtained are as follows: (1) Location variable (X1) partially has insignificant effect on consumer purchasing decisions (Y) in Angkringan Lumba - Lumba Pekanbaru, this is indicated by the positive regression coefficient = 0.094, the value of t arithmetic = 0.894 <t table = 1.98447 and the significance of 0.374 (> 0.05). (2) The variable of price perception (X2) partially has insignificant effect on consumer purchasing decisions (Y) in Angkringan Lumba - Lumba Pekanbaru, this is indicated by the positive regression coefficient = 0.144, t value = 1.806 <t table = 1.98447 and the significance of 0.074 (> 0.05). (3) The product quality variable (X3) partially has a significant effect on consumer purchasing decisions (Y) in Angkringan Lumba - Lumba Pekanbaru, this is indicated by the positive regression coefficient = 0.362, t value = 4.051> t table = 1. 98447 and a significance of 0.000 (<0.05) and (4) Location variables, perceived price and product quality simultaneously have a positive and significant effect on consumer purchasing decisions (Y) on Angkringan Lumba Pekanbaru, with an F value of 9.754 > F table = 2.70 and a significance of 0.000 (<0.05).

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