PENGARUH HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAIN SASAMBO DI TOKO MUTMAINAH KOTA BIMA

Abstract

This research is a study conducted to see the effect of price, product quality and location on
purchasing decisions for SASAMBO fabric products at Mutmainah Kota Bima. The population in this study
were the people of Bima City who were consumers of SASAMBO cloth who had made purchases at
Mutmainah Kota Bima, because the number was not known for certain, the sample size was taken using the
unknown population approach so that the total sample in this study was 96 respondents. From the results
of the study, it was obtained that the partial effect of the price variable had a significant effect on purchasing
decisions. It was assessed from the comparison of t values, where tcount = 2,392 > ttable = 1,986. The
same thing can be seen in product quality which has a significant effect on purchasing decisions tcount =
3,501 > ttable = 1,986. Unlike the location variable, it does not have a significant effect on purchasing
decisions. It can be seen from the value of tcount = 1.501 < ttable = 1.986. Meanwhile, for the simultaneous
effect, the three variables simultaneously have a significant effect on purchasing decisions at Mutmainah
Kota Bima, namely the value of Fcount = 35,198 <Ftable = 2,703.