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