Analisis Pengaruh Harga, Kualitas Layanan, Kualitas Produk Dan Lokasi Terhadap Keputusan Pembelian (Studi Pada Rocket Chicken Jl. Perdagangan Ruko 7 Icon No. 7 Banjarmasin Utara)

Sari

This study aims to (1) analyze the price, service quality, product quality, and location on purchasinge deciesions. The population of this research is Rocket Chicken consumers Jl. Perdagangan Ruko 7 Icon No. 7 North Banjarmasin. The sampling technique is purposive sampling using the Roscoe formula as manny as 50 consumers. Data’s collecction technieques use questionaires that hve ben teste fo validitys and relibility and distributed directly to consumers.The analytical method used is quantitaative analysis namely multiplle regresion anaalysis. This analyssis include: valdity and reliabilitiy test, clasic assuption test, multiplle regresion analyis, hypothessis testin through t tes and f tes, and anallysis of the coeficient of determnation (R²). The results showed that the price (X1), Service Quality (X2), product quality (X3) had no effect on purchasing decisions (Y). While the location (X4) examined proved to positivly and signficantly influence the depedent variabIe, namely the purchaase deccision (Y).

Keywords: Decision of Purchase, Price, Service Quality, Product Quality, Location