Abstract:
This study aims to determine the effect of product, price and location on purchasing
decision at McDonald Jababeka II Cikarang. Where the independent variables are
product (X1), price (X2) and place (X3) and the dependent variable is the purchasing
decision (Y). Data analysis using multiple linear regression to determine the
significance of each independent variable on the dependent variable. This analysis
includes Validity Test, Reliability Test, Regression Analysis, Test Classical
Assumptions, Hypothesis Testing through Ftest and ttest, and analysis of the
coefficient determination (R2) of the coefficient of determination (R²). Populations in
this study are consumers who ever ate McDonald’s food and beverage. Samples were
taken as 126 respondents by using snowball sampling with a questionnaire filled out
by the consumer. Based on this study, indicated that product, price and location have
impact on purchasing decision at McDonald Jababeka II Cikarang. This means that
the better product, price and location offered the further increase purchasing
decision.
