PENGARUH VARIAN PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DI ANGKRINGAN MANGKUSARI MUARA TEWEH KABUPATEN BARITO UTARA

Abstract

This study aims to analyze which variables can influence purchasing decisions, Multiple linear regression with a sample of 70 respondents was used in this study. A questionnaire was used as a data collection method, and SPSS Version 26 was used to analyze the data. The results of the study indicate several factors that simultaneously influence purchasing decisions, namely product variety, price, and location. Product variants, price, and location will also have a significant partial influence on purchasing decisions. Finally, purchasing decisions will also be influenced by the price set for a product.