Pengaruh Harga dan Lokasi terhadap Keputusan Pembelian pada Konsumen Angkringan Gondex Kecamatan Bandung Kabupaten Tulungagung

Olivia Chrisanta Verdiantika; Justia Ernajati

doi:10.55681/economina.v3i7.1413

Authors

Olivia Chrisanta Verdiantika Universitas Bhinneka PGRI
Justia Ernajati Universitas Bhinneka PGRI

DOI:

https://doi.org/10.55681/economina.v3i7.1413

Keywords:

Location, Price, Purchase Decision

Abstract

Culinary business entrepreneurs are required to continue to strive to prepare the right strategies to please and build consumer enthusiasm in consuming the goods and services offered. Consumer behavior in making purchasing decisions is not only influenced by consumer characteristics but can also be influenced by price and location. This research aims to determine the influence of price and location on purchasing decisions among consumers of Angkringan Gondex, Bandung District, Tulungagung Regency. The population in this study were Angkringan Gondex consumers, Bandung District, Tulungagung Regency, the sample used was 90 respondents, and the sampling technique used accidental sampling. In this research, the data collection technique used was a questionnaire and the data analysis used was multiple linear regression. The results of this research show that price has a positive and partially significant effect on purchasing decisions of 0.000 < 0.05 and t_count > t_table of 5.077 > 1.98761, location has a partially positive and significant effect on purchasing decisions of 0.000 < 0.05 and t_count > t_table of 7.977 > 1.98761. The F test results show F_count (123.177) > F_table (3.95) and the significance level is 0.000 < 0.05, H₀ is rejected and H_a is accepted. So it can be stated that there is a significant influence between price and location on purchasing decisions at Angkringan Gondex, Bandung District, Tulungagung Regency.

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