ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG-WARUNG PECEL DI BLITAR

Food business in Blitar develop from day to day in number, and this make the
management of food business work harder to stay survival in the competition of the food
business. This research is aimed at analyzing the effect of product quality, service quality, price,
and location either partially or simultaneously on buying decision in pecel stall in Blitar. This
research is associative study with quantitative approach. The sample were 100 respondents
selected through purposive sampling. The data were collected through questionnaires. The
collected data were analyzed with multiple linear regression. The research showed that product
quality, service quality, price, and location have effect either partially or simultaneously on
buying decision in pecel stall in Blitar and product quality is most dominant variable to affect the
buying decision in pecel stall in Blitar. The management of the stall are suggested that they
improve the product quality to make the buyer buying decision.
Keyword : product quality, service quality, price, location, buying decision