ANALISIS PENGARUH VARIASI PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KENTUCKY FRIED CHICKEN (KFC) CABANG BANGKA TRADE CENTER PANGKALPINANG

Abstract

       The purpose of this study is to determine the effect of product variety, price and location towards buying decision. This study uses quantitative data analysis and the data used in this research is primary data. The SPSS is used for processing statistical data.

        The result of the data processing states that the variable of product variety partially has a positive and significant effect towards buying decision with value of t_count (2,138) > t_table (1,98498), which means that H₀ is rejected and H₁ is accepted. The variable of price partially has a positive and significant effect towards buying decision with value of t_count (2,926) > t_table (1,98498), which means that H₀ is rejected and H₁ is accepted. The variable of location partially has a positive and significant effect towards buying decision with value of t_count (4,211) > t_table (1,98498), which means that H₀ is rejected and H₁ is accepted. And simultaneously the variables of product variety, price and location have a positive and significant effect towards buying decision with value of F_count (10,085) > F_table (2,70), which means that H₀ is rejected and H₁ is accepted. For R², it is obtained that the value is 0.720 or 72% which means independent variables can influence or explain dependent variable simultaneously as much as 72%, and the remaining 28% can be explained by other variables that are not used in this study.