THE INFLUENCE OF LOCATION, PRODUCT AND PRICE TOWARDS BUYING DECISION IN PAWON KATINEUNG PACET ON WEEKDAYS

Abstract

Currently, culinary business in Indonesia is growing rapidly. In order to compete among its competitors, a business need to have an Opportunity Creation Spirit. Pawon Katineung Pacet is a new restaurant that was established in 2018 in Pacet, Mojokerto. This research is the actualization of the Opportunity Creation Spirit in Pawon Katineung Pacet, by analyzing the current problem occurred and offer an input to overcome existing problems. This research was conducted to analyze the influence of location, product and price towards buying decision in Pawon Katineung Pacet on Weekdays. The number of samples in this study were 55 respondents, the sample number calculated using Slovin formula. The sampling method used was Convenience Sampling. The collected data were analyzed using Multiple Linear Regression method in SPSS 22. The multiple linear regression calculation of the three independent variables towards the dependent variable in this study resulted in the standardized coefficient beta and the significance value as follows: Location (0.323 & 0.007), Product (0.351 & 0.002) and Price (0.289 & 0.006). The calculation result prove that the three independent variables have a positive and significant effect on the dependent variable.