PENGARUH HARGA, PHYSICAL EVIDENCE, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN SURABAYA

Abstract

The purpose of this study was determine the influence of price, physical evidence,and location  on purchase decision at Mie Gacoan Surabaya. The population in this study were all customers who had visited and purchased at the Mie Gacoan Surabaya . The sample in this study were 100 customers who had visited and purchased at Mie Gacoan Surabaya with a frequency of purchases of 2 (two) times or more than 2 (two) times. The sampling technique is purposive sampling.. The analytical method used in this study is descriptive analysis method and multiple linear regression analysis which is processed with SPSS 16.00 software. Based on the F test (simultan) shows that price, physical evidence And location together or simultaneously have a significant influence on purchasing decisions.  The result of the t-test (partial), price variables have a positive and significant influence on  purchasing decisions in the amount of 3,063, physical evidence variables have a positive and significant effect on purchasing decisions in the amount of 2,102 , and location variables have  a positive and significant effect on purchasing decisions in the amount of 3,038.

Keywords : Price; Physical Evidence; Location; Purchase Dicision