PENGARUH KUALITAS PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN YANG DIMODERASI KEPUASAN PADA KONSUMEN WARUNG MAKAN JODHO BEKONANG

Abstract

The objectives of research were: To know the significance of the partially effect of
product quality, price, location and customer satisfaction on purchasing decisions at
Jodho Bekonang Mojolaban food stall. To know customer satisfaction in moderating the
effect of product quality, price and location on purchasing decisions at Jodho Bekonang
Mojolaban food stall. Research method using a survey method, the types data used were
qualitative data and quantitative data, the data sources employed were primary data and
secondary data. The population of this research was customers at Jodho Bekonang
Mojolaban food stall. The total samples of this research were 100 respondents, with
purposive sampling as the technique of sampling used. Data methods used were
questionnaire, observation, and documentation. Techniques of analyzing data used were
validity test, reliability test, classic assumption test, multiple linear regression analysis
and absolute difference value test. The result of research, showed that: There was a
significant effect of product quality, price, location and customer satisfaction partially
on purchasing decisions at Jodho Bekonang Mojolaban food stall. Customer satisfaction
moderate the effect of product quality on purchasing decisions at Jodho Bekonang
Mojolaban food stall. Customer satisfaction does not moderate the effect of price and
location on purchasing decisions at Jodho Bekonang Mojolaban food stall.
Keywords: product quality, price, location, customer satisfaction, purchasing decisions.