THE EFFECT OF PRODUCT QUALITY, PRICE, PROMOTION AND LOCATION ON PURCHASE DECISIONS AT UMKM WINGKO DUA KLAPA MUDA IN SELOREJO VILLAGE, BAURENO DISTRICT, BOJONEGORO REGENCY

Abstract

This study aims to determine the influence of product quality, price, promotion and location on purchasing decisions at Wingko Dua Klapa Muda UMKM in Selorejo Village, Baureno District, Bojonegoro Regency. The population in this study was 230 respondents. Data analysis techniques used in this study were validity test, reliability test, classical assumption test, multiple linear regression analysis test, multiple correlation test, coefficient of determination test, t test and F test. The results of the study indicate that product quality has a significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, promotion has an effect on purchasing decisions and location has an effect on purchasing decisions. This is indicated based on the results of the calculated t value> t table. In addition, the four variables also have a simultaneous effect on purchasing decisions. And the variable that has the most dominant effect on purchasing decisions is the price variable.