PENGARUH HARGA, KUALITAS PRODUK, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen DRK Cafe Bondowoso)

ABSTRACT This study aims to determine the effect of price, product quality, and location on purchasing decisions simultaneously and partially. The samples used were consumers of DRK Cafe, amounting to 91. Methods of collecting data by distributing questionnaires to consumers of DRK Cafe. The data analysis method used is the validity test, reliability test, normality test, multiple linear regression test. The results of this study indicate that simultaneously price, product quality, and location have an effect on jointly on purchasing decisions. And partially the price and location have a significant effect on purchasing decisions, product quality has no significant effect on purchasing decisions of DRK Cafe Products. Affordable prices and strategic locations will increase purchasing decisions and increase Cafe DRK profits, while product quality needs to be improved to minimize the risk of losses. And consumers will feel more satisfied with the quality they receive for the funds they have spent in purchasing these products.Keywords: Price, Product Quality, Location and Purchasing Decision