Analisis Faktor Keputusan Pembelian Martabak Sarang Tawon Di Kota Pekanbaru

Nengsih, Nurma (2021) Analisis Faktor Keputusan Pembelian Martabak Sarang Tawon Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study purpose to determine and analyze the purchasing decision factors for Martabak Sarang Tawon in Pekanbaru City. This research is a quantitative research with a survey method. The population in this study were consumers of Martabak Sarang Tawon Pekanbaru. The sampling technique used accidental sampling with a sample size of 50 people. Types and sources of data use primary and secondary data. The data collection technique uses a questionnaire that has been tested for its validity and reliability. The data analysis technique used to answer the hypothesis is multiple linear regression test, F test, T test, correlation and determination (R 2 ). The results of this study indicate that simultaneously the location, price and service variables have a significant effect on the purchasing decision of Martabak Sarang Tawon Pekanbaru. To test partially location, product, price and service variables have a positif and significant effect on purchasing decisions at Martabak Sarang Tawon Pekanbaru. The coefficient of determination (R 2 ) is 80.4% or very strong and the rest is influenced by other factors not discussed in this study.

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