Analysis of the Effect of Product Quality, Price, and Location on Consumer Purchase Decisions at Puncak Kapuas Restaurant in Sanggau
DOI:
https://doi.org/10.59890/ijefbs.v4i4.29Keywords:
product quality, price, location, purchase decisionAbstract
This study aims to analyze the effect of product quality, price, and location on consumer purchase decisions at Puncak Kapuas Restaurant in Sanggau. This study uses an associative quantitative method with a sample of 100 respondents determined through purposive sampling technique. Data were collected using questionnaires and analyzed using multiple linear regression through SPSS. The correlation coefficient (R) value indicates a very strong relationship, while the coefficient of determination (R²) of 0.659 indicates that 65.9% of the variation in purchase decisions is explained by product quality, price, and location. The results of the F test show that product quality, price, and location simultaneously have a significant effect on purchase decisions. Partially, product quality has a significant effect on purchase decisions, price has a significant effect on purchase decisions, and location has a significant effect on purchase decisions.
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