Abstract

Consumer behavior (consumer behavior) is the dynamic of the interaction
between influence and awareness, behavior, and environment in which human
beings exchanging aspects of life. The decision to make a purchase is a very
complex thing going on through a very long process. Basically the decision always
arises from the curiosity of the need for a product, either in the form of goods or
services. Research method using quantitative approach and analysis is done by
using statistical technique in the form of numbers. Data collection technique used
accidental sampling and questionnaire technique from 80 respondents. The
research instrument is first tested its validity and reliability before disseminating to
the respondent. Data analysis techniques using statistical techniques include
multiple regression, determination, t test and F test.
Based on data analysis and discussion can be concluded: Product variables
partially no effect on purchasing decisions because the value of t arithmetic 0.467
is smaller than t table (1.99). Price variable partially does not affect the decision
because t arithmetic 0.656 is smaller than t table (1.99). Promotion variable
partially has no effect on purchasing decision because t arithmetic 0,177 smaller
than t table (1,99). Consumer service variable partially has no effect on purchasing
decision because t count 0,228 smaller than t table (1,99). Location variable
partially has no effect on purchasing decision because t arithmetic 0,111 smaller
than t table (1,99). Product variables, promotion, price, customer service and
location simultaneously have an effect on to purchasing decision because based on
F test result obtained Fcount equal to 8,401 bigger than price of F table with df
5/74 that is 2,34.
Keyword: Product, Price, Promotion, Customer Service and Location