PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN

Shanti Nugroho Sulistyowati; Hwihanus Hwihanus; Slamet Riyadi

doi:10.33503/paradigma.v29i5.3911

Shanti Nugroho Sulistyowati Universitas 17 Agustus 1945 Surabaya
Hwihanus Hwihanus Universitas 17 Agustus 1945 Surabaya
Slamet Riyadi Universitas 17 Agustus 1945 Surabaya

DOI: https://doi.org/10.33503/paradigma.v29i5.3911

Keywords: Product, Service, Price, Location, Purchase

Abstract

Business owners need to do something important called product marketing, which is targeting buyers who are in accordance with the type of product they offer. The purpose of this study is to explain how the influence of product quality, service quality, price, and location on people's purchasing decisions. A total of 68 people who meet the criteria have bought something many times. Auxiliary techniques for sampling techniques. Multiple linear regression for data analysis. The results showed that the four X variables had an effect on purchasing decisions