Pengaruh Produk, Harga dan Lokasi Terhadap Keputusan Pembelian Smart Phone Pada Toko Rahmat Cell Di Kabupaten Mamuju

Abstrak

The purpose of this research is to find out whether the product, price and location influence the purchasing decision at Rahmat Cell Stores in Mamuju Regency? and which variable has the most dominant influence on purchasing decisions at Rahmat Cell Stores in Mamuju Regency?. The types and sources of data used in this study are Quantitative Data and Qualitative Data. The data sources needed in this study consist of primary and secondary data. Withdrawal of samples in this study amounted to 40. The analytical method used in this study is the Validity Test, Reliability Test and Multiple Regression Analysis with the help of the SPSS Program. The results of multiple linear regression tests partially show a product with a significant value of 0.014 <0.05, a price with a significant value of 0.000 <0.05, and a location with a significant value of 0.070 > 0.05, so it can be concluded that product and price have a significant effect on purchasing decisions , but location has no significant effect on smartphone purchasing decisions at Rahmat Cell Stores in Mamuju Regency. The most dominant price variable has a significant effect on smartphone purchasing decisions at the Rahmat Cell Store in Mamuju Regency, because it has the smallest significant value of 0.000 with the highest Standardized Coefficients Beta value of 0.911.