FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK AROMA PRIMA BAKERY & CAKE SHOP PADANGSDIMPUAN

Abstract

This study aims to determine the influence of product variation, product quality and price on purchasing decisions on Aroma Prima Bakery & Cake Shop Padangsidimpuan products. The theory used by the researcher relates to purchasing decisions, product variety, product quality and price. This research is a type of quantitative research using primary data. The sample used was 88 respondents, while the sampling technique used accidental sampling. Data processing is carried out using the help of the SPSS version 23 program. Data analysis test: descriptive statistical test, normality test, linearity test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, hypothesis test. The results of this study show that partially the variable of product variation affects the purchase decision, the variable of product quality affects the purchase decision, the price variable has no effect on the purchase decision. Meanwhile, simultaneously product variation, product quality and price affect purchasing decisions on Aroma Prima Bakery & Cake Shop Padangsidimpuan products.