Analisis Keinginan Konsumen Terhadap Keputusan Membeli Produk (Studi kasus produk makanan pada Perusahaan Baba Rafi di Kota Surabaya)

Abstract

This study aims to determine tlte influence the product, price, location, promotion, and toward the decision to buy the product the Baba Rafi products at Surabaya city. Baba Ra/i should always palt attentioru to its rnarketing policy, which is about product, price, location, and promotions in order to attract conslrrners to buy products Baba RaJi, as well as more attention to product development policy. The number of samples nsed in this study were 50 people with the criteria that serve targeted Baba Rafi ever buy a product more than twice. The research method is by taking a random sample, then the data were analyzed using multiple linear regression analysis with SPSS program assisted. The test results of regression models ,,*ith the F test that the product (Xl), price (X2), location (X3), promotion (X4) simultaneously significant$t influence the decision to buy the product (Y) because they have the F calculated> F table is 17.497 > 2.579. The test results of regression models with t test also can be seen that the inJluence a-f all the .free variables on the dependent variable has a significant effect partially, because the t count) t table.,.Therefore we can conclude that the product (Xi), price (X2), location (X3), promotion (X4) is partial$t significantly influence the decision to buy the product (Y). From the research results can also be concluded that the variables that have a dominant influence on the decision to buy is a variable product.