Pengaruh Harga, Kualitas Produk, dan Lokasi terhadap Keputusan Pembelian Produk Frozen Food pada Toko Mamot Foodmart di Bekasi

Maharani, Anggun Putri (2025) Pengaruh Harga, Kualitas Produk, dan Lokasi terhadap Keputusan Pembelian Produk Frozen Food pada Toko Mamot Foodmart di Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The research was conducted to know the effect of price, product quality, and location on purchasing decisions for frozen food products at the mamot foodmart store in Bekasi. The research was conducted using a quantitative research method. The population in the study was consumers of Mamot Foodmart stores in Bekasi. The sampling technique method in the study used a probability sampling in simple random sampling. The sample taken amounted to 96 respondents. Data collection was carried out using a questionnaire method (questionnaire) distributed to consumers of Mamot Foodmart stores in Bekasi, then the data was processed using the SPSS 25 system, so that the type of data used was primary data. The results of the partial test research (t test) with a sig value. 5% or 0.05 with prices showing sig. 0.065> 0.05, product quality shows sig. 0.000 <0.05 and location shows sig. 0.003 <0.05 in the F test significant results of 0.000 <0.05, so the results of the study showed: (1) Price has no partial effect in a positive and insignificant direction on purchasing decisions, (2) Product Quality has a partial positive and significant direction on Purchasing Decisions, (3) Location has a partial positive and significant direction on Purchasing Decisions, (4) Price, Product Quality, Location simultaneously have a positive and significant direction on Purchasing Decisions.

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