The Effect of Products Quality, Prices, and Locations on Mixue Purchasing Decisions in Pasar Lama Tangerang

Abstract

The purpose of this research is to determine how much location, price, and product quality affect consumers' decisions to buy. While choosing to buy from Mixue in Pasar Lama Tangerang, consider the relationship between product value, cost, and location.

Primary data collected from a total sample of 100 respondents were used in this study. Frequency tests, validity tests, reliability tests, multiple regression analyses, correlation coefficient analyses, determination coefficient analyses, and the F test (simultaneous test), as well as the T test, were used to analyze the data. Techniques for data processing with the SPSS 25 program.

The subtest results demonstrate that product quality, price, and location have a considerable impact on purchasing decision variables and that purchasing decision variables are influenced by product quality, price, and location.