Pengaruh Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Rumah Makan Popeye Cabang Gonilan (Studi Kasus Mahasiswa Universitas Muhammadiyah Surakarta)

Setyawan, Jordi and -, Basworo Dibyo, S.E, M.Si (2019) Pengaruh Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Rumah Makan Popeye Cabang Gonilan (Studi Kasus Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of price on purchase decisions at home eating Popeye Branch Gonilan, the effect of location on purchase decisions at home eating Popeye Branch Gonilan, and the effect of price and location together on purchasing decisions at home eating Popeye Branch Gonilan with case studies in Surakarta Muhammadiyah University students. In practical terms this research is expected to provide benefits: first: useful role in contributing to the conceptual to the manager of a business (restaurant Popeye Branch Gonilan) as a reference in marketing strategy, both: increase knowledge, especially in generating concepts of price, location, and purchasing decisions , the third as a reference in conducting further research menggukan different variables. The research is a survey research using questionnaires as an instrument. The population in this study were all students of Muhammadiyah University of Surakarta. The sampling technique used purposive sampling method with a sample size of 100 respondents. Data were collected by questionnaire which validity and reliability. Data analysis technique used is multiple linear regression. Multiple linear regression was used to test the hypothesized statistical models. The results of this study indicate that there is a positive and significant influence on purchase decisions on price of home eating Popeye Branch Gonilan, evidenced from t value of 3.929 with a significance value of 0.000 (0.000 <0.05), there is a positive and significant influence on purchasing decisions locations at home eating Popeye Branch Gonilan, evidenced by the t value 4.878 with a significance value of 0.000 (0.000 <0.05), and there is a positive and significant impact on the price and location of purchase decisions at home eating Popeye Gonilan Branch, with the statistical results calculated F amounted to 43.350 with a significance of 0.000 (0.000 <0.05).

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Price, location, purchase decision.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	JORDI SETYAWAN
Date Deposited:	09 Dec 2019 07:24
Last Modified:	09 Dec 2019 07:24
URI:	http://eprints.ums.ac.id/id/eprint/79609

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