PENGARUH PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DI MCDONALD JABABEKA II CIKARANG

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.