PENGARUH LOKASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN NASI GENDRUWO DI SINDUJOYO GRESIK
Abstract
Penelitian ini bertujuan untuk (1) mengetahui seberapa besar pengaruh lokasi terhadap keputusan pembelian Nasi Gendruwo di Sindujoyo Gresik (2) mengetahui seberapa besar pengaruh harga terhadap keputusan pembelian Nasi Gendruwo di Sindujoyo Gresik.” “Jenis penelitian ini adalah deskriptif dengan pendekatan kuantitatif. Teknik analisis data menggunakan analisis regresi linear berganda, koefisien korelasi (R) dan koefisien determinasi ( ), sedangkan untuk uji hipotesisnya menggunakan uji t dan uji F.” Berdasar hasil analisis data yang telah dilakukan menunjukkan bahwa lokasi dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian Nasi Gendruwo di Sindujoyo Gresik. Variabel yang memberikan pengaruh lebih dominan adalah variabel lokasii yaitu sebesar 1.098.”
Kata Kunci: Lokasi, Harga, Keputusan Pembelian
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