Analisis Pengaruh Citra Merek, Harga, Dan Lokasi Terhadap Keputusan Pembelian Kue Artis Solo Pluffy (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta)

Analysis of this research about the influence of brand image, price, and location towars purchase decision. Study conducted in kue artis Solo Pluffy. Samples taken in the study are 101 respondents who purchased kue artis Solo Pluffy. Analytical methods used are multiple linear regression analysis, validity and reliability test and classical assumption test. Based on the results of the analysis found it can be explained that brand image, price, and location have a significant influence on purchasing decisions and price is the most dominant variable to the purchase decision. In the model formed brand image variables, price, and location ability to explain the purchase decision of 51,6% and the remaining 48,4% is still influenced bu other variables