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

THE INFLUENCE OF PRICE, PHYSICAL EVIDENCE AND LOCATION ON THE PURCHASE DECISION OF MIE GACOAN IN SURABAYA

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh harga (X₁), physical evidence (X₂), dan lokasi (X₃) taerhadap keputusan pembelian pada Mie Gacoan Surabaya. Populasi dalam penelitian ini adalah seluruh pelanggan yang pernah berkunjung dan membeli di Mie Gacoan Surabaya. Sampel adalah 100 orang yang pernah berkunjung dan membeli di Mie Gacoan Surabaya dengan frekuensi pembelian 2 (dua) kali atau lebih dari 2 (dua) kali.  Teknik pengambilan sampel dengan purpossive sampling. Teknik pengumpulan data adalah angket on line , Analisis data menggunakan analisis deskriptif regresi linear berganda yang diolah dengan software SPSS 16.00. Berdasarkan uji F (bersama-sama) menunjukkan bahwa harga, physical evidence, dan lokasi, secara bersama-sama atau simultan berpengaruh signifikan terhadap keputusan pembelian.  Hasil uji-t (parsial), harga memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian, variabel physical evidence memiliki pengaruh yang positif signifikan terhadap keputusan pembelian, dan variabel lokasi memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian. Berdasarkan nilai Adjusted R-square dapat diketahui variabel kualitas produk, harga, lokasi dan promosi berkontribusi terhadap keputusan pembelian  sebesar 0,494 atau 49,4% sedangkan sisanya sebesar 50,6% dipengaruhi oleh faktor-faktor lain diluar variabel yang diteliti

The purpose of this study was determine the influence of price(X₁), physical evidence (X₂),and location (X₃) 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, price variables have a positive and significant effect on purchasing decisions, and location variables have  a positive and significant effect on purchasing decisions. According to the amount of Adjusted R-square value, it is found that the variable of  price, physical evidence, and location simultaneously influence the purchase decision at Mie Gacoan Surabaya in the amount of 0,327 or 32,7%, while the other influenced by the other variables that are not being 67,3% are influenced by other variables that are not being examined in this study.