LESTARI, DIAN (2017) PENGARUH LOKASI, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO RONI TELOR DI PASAR SENEN (Studi kasus pada konsumen toko Roni Telor Pasar Senen, Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Seiring dengan perkembangan peradaban dan pola berpikir manusia, banyak sekali makanan yang unik dipasaran saat ini. Tidak sedikit konsumen maupun pengusaha dibidang kuliner menciptakan makanan dengan ide dan kreatifitas yang dimilikinya, untuk membuat suatu olahan makanan membutuhkan bahan-bahan dasar, bahan makanan yang sering digunakan untuk membuat suatu makanan yaitu telur. Penelitian bertujuan untuk mengetahui pengaruh lokasi, Harga dan Kualitas Produk terhadap Keputusan Pembelian di toko Roni Telor pasar Senen, Jakarta Pusat.Teknik pengambilan sampel yang digunakan adalah teknik non probability sampling tepatnya accidental sampling. Teknik analisis data menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan secara simultan lokasi, Harga, dan Kualitas Produk berpengaruh signifikan terhadap keputusan pembelian. Secara parsial Lokasi tidak berpengaruh signifikan terhadap keputusan pembelian. Secara parsial Harga dan Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Walaupun lokasi tidak mempengaruhi keputusan pembelian konsumen, namun ada baiknya toko Roni Telor perlu melakukan penataan ulang letak lokasi yang lebih strategis. Selain itu toko Roni Telor diharapkan untuk mempertahankan harga serta meningkatkan kualitas produk yang akan ditawarkan ke konsumen.Along with the development of civilization and human thinking, there are many unique foods in the market today. Not a few consumers and entrepreneurs in the field of culinary create food with ideas and creativity it has. To make a processed food, need basic ingredients, foodstuffs are often used to make a food that is egg. This study aims to determine the effect location, price and product quality, of the consumer in the decision purchase in the Roni Telor store central Jakarta Senen market. The sample collection technique has been done by using non-probability sampling technique or accidental sampling. Data were analyzed using multiple linear regression analysis. The results showed simultaneous location, price, and product quality significantly influence purchasing decisions. Partially the location has no significant effect on purchasing decision. Partially price and product quality have a significant positive effect on purchasing decision. Although the location does not affect consumer purchasing decisions, but it is better to Roni Telor store need to rearrange the location of a more strategic location. Other than that Roni Telor store is expected to maintain the price as well as improve the quality of product to be offered to consumers.
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