PENGARUH HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSMEN (STUDI KASUS PADA CV. SURETECH MEDAN)
Oleh : Andri Roy PS
Diterbitkan di : BISMAN INFO
Volume : 4 No : 3 Oktober 2017
Penerbit : Politeknik Unggul LP3M
ISSN : 2355-1500
Abstrak
This study aims to determine the effect of price and location on consumer purchasing decisions on the CV. Suretech Medan. Population in research that is customer CV. Suretech Medan, amounting to 95 people with the technique of determining the sample using saturated samples so that the entire population can be sampled. Data analysis technique used in this research is test of validity, reliability, multiple linear regression analysis, t-test, f-test, and coefficient of determination by using SPSS version 20.
Based on the result of research of simple regression analysis that is Y = 3,318 + 0,322X1 + 0,330X2 + e which show price and location have positive and significant influence to consumer purchasing decision and partially (t-test) can be seen from result of t-test calculation for price variable (X1) which produces tcount = 3.681n> ttable = 1.986 at the significance level (α) = 5% (0.05) and from the result of t-test calculation for location variable (X2) resulting t = 4.787> ttable = 1.986 on Level of significance (α) = 5% (0.05). Taken together (F test) price (X1) and location (X2) have a significant positive effect on consumer purchasing decision on CV. Suretech Medan. This can be seen from the result of F test calculation that yield Fhitung = 97,529> F table 3,10. While the correlation regression value of 0.824, meaning that together price and location to the purchase decision is able to explain on a strong level. Then the coefficient of determination (R2) is 0.680 (68%). So it can be said that 68% variation of bound variable that is price and location in model can explain consumer purchase decision CV. Suretech Medan while the remaining 32% is influenced by other variables outside the model.