PENGARUH LOKASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK “De Bali”
Abstract
THE INFLUENCE OF LOCATION AND PRODUCT QUALITY TO THE CONSUMER’S BUYING DECISION FOR “De Bali” PRODUCT
This research was aiming at finding out the influence of location (X1) and
product quality (X2) to the consumer’s buying decision for De Bali product. The
analysis tool used for this reearch was multiple linear regressions analysis. There
were 195 consumers of De Bali that were taken as both the population and the
sample of this research, who ever purchased the product for more than once
during March to December 2013 period. The source of data used for this research
was primary data, gained directly from the questionnaire distribution. The
questionnaire consisted of several questions about the location and product
quality. The question items of the questionnaires were all closed questions which
used 1 to 5 as the scales for the answer. As for the result, it was shown that the
location and product quality as the variables of this research had simultant and
partial influence to the consumer’s buying decision for De Bali product