The Influence of Price, Location and Product on Consumer Purchasing Decisions Malay Restaurants in Siak Sri Indrapura
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Abstract
The research is to find out the influence of prices, location and products on consumer purchasing decisions on Restaurant Melayu in Siak Sri indrapura. This research was done atRestaurant Melayu. The total sample in this study is 100 respondents. The method of research uses quantitative descriptive with double linear analysis. From the results of the research obtained the equation of linear regression double Y = 4,308 + 0,261 + 0,259 + 0,301 + e. Based on the partial test of price variables, location and product have a partial influence on the decision of consumer purchase. And based on the simultaneous test of the price variable, the location and the product have an influence at the same time on the consumer decision of purchase at Restaurant Malay in Siak Sri Indrapura. Next major influence independent variable (price, place and product) on the variable dependent (decision of purchase) is 62.2%.
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