Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Memilih MALL SKA Sebagai Tempat Berbelanja

This study aims to determine the analysis of the factors that influence consumer decisions in choosing Ska mall as a place to shop. The population in this study were all consumers who had shopped at Mall SKA Pekanbaru. Samples were taken as many as 100 respondents. Data was collected by distributing questionnaires to consumers who had shopped at Mall SKA Pekanbaru.Sampling using accidental sampling technique. The data analysis technique used is multiple linear regression analysis technique. The results of this study indicate that: (1) service quality and location jointly affect purchasing decisions, (2) service quality partially does not have a positive effect on purchasing decisions, (3) location partially has a positive effect on purchasing decisions