THE INFLUENCE OF PRICE PERCEPTION, PRODUCT DIVERSITY, AND COMPANY LOCATION ON PURCHASING DECISIONS AT MUTIARA CAHAYA MEJASEM TEGAL REGENCY

Abstract

This study aims to determine the effect of perceived price, product diversity, and location on purchasing decisions at Mutiara Cahaya Mejasem Tegal Regency. The hypotheses in this study are: 1) Price perception partially affects the purchase decision of Mutiara Cahaya Mejasem Tegal Regency, 2) Product diversity partially affects the purchasing decision of Mutiara Cahaya Mejasem Tegal Regency, 3) Location partially affects the purchasing decision of Mutiara Cahaya Mejasem Tegal Regency, 4) Price Perception, Product Diversity, and Location simultaneously influence the purchasing decision of Mutiara Cahaya Mejasem Tegal Regency. The population in this study were consumers of Mutiara Cahaya Mejasem Tegal Regency. The sample in this study amounted to 100 respondents with certain criteria using the accidental sampling method. The data source in this study is primary data obtained directly from filling out questionnaires given to respondents. Data collection techniques using a questionnaire or questionnaire method. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, hypothesis testing, and coefficient of determination. The results of this study indicate that the price perception variable has a significant effect on purchasing decisions at Mutiara Cahaya Kab. Tegal. The product diversity variable has a negative effect on purchasing decisions at Mutiara Cahaya Kab. Tegal. While the location variable has a significant effect on purchasing decisions at Mutiara Cahaya Kab. Tegal.