Pengaruh Harga, Promosi, dan Lokasi terhadap Keputusan Pembelian di Red n Blue Cafe Tanjungpinang

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Ria Mourina
Tirta Mulyadi

Abstract

The purpose of this research is to determine the effect of price, promotion and location on purchasing decisions at Red n Blue Cafe Tanjungpinang. The sample of this study is consumers who have made purchases at Red n Blue Cafe Tanjungpinang with an age range of 17-60 years old.


The sampling technique used purposive sampling with 109 respondents. Data retrieval is done by using literature study, interviews, observations and questionnaires. Data  analysis techniques used multiple linear regression analysis. T test results are price has t count 2.486, promotion has t count 0.542, and location has t count 4.518. The f test results of price, promotion, and location have a value of f count 84.995.


The results of this research indicate that (1) Price has an effect on purchasing decisions,


(2) Promotion has no effect on purchasing decisions, (3) Location has an effect on purchase decisions, (4) Prices, promotions, and location together affect the purchase decisions at Red n Blue Cafe Tanjungpinang

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How to Cite
MourinaR. and MulyadiT. (2021) “Pengaruh Harga, Promosi, dan Lokasi terhadap Keputusan Pembelian di Red n Blue Cafe Tanjungpinang”, VITKA Jurnal Manajemen Pariwisata, 2(02), pp. 19-25. Available at: http://journal.btp.ac.id/index.php/vitka/article/view/56 (Accessed: 15April2021).

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