Pengaruh Lokasi, Promosi, dan Harga Terhadap Keputusan Pembelian Konsumen Pada Lojonggo Slemanan Blitar

Abstract

This research aims to examine and present the influence of location, promotion, and price on consumer purchasing decisions for Lojonggo Slemanan Blitar products. The analysis is conducted both partially and simultaneously. The method used is quantitative, with a population consisting of historical records of consumers who have purchased products from Lojonggo Slemanan Blitar over a one-year period, from June 2023 to May 2024, totaling 9,125 consumers. The sample consists of 99 respondents, selected through accidental sampling, a sub-category of non-probability sampling. The instrument used to collect data in this study is a questionnaire. The research findings reveal that: (1) location has a positive and significant effect on purchasing decisions (significance: 0.001 < 0.05); (2) promotion positively and significantly influences purchasing decisions (significance: 0.028 < 0.05); (3) price also has a positive and significant impact on purchasing decisions (significance: 0.000 < 0.05); (4) simultaneously, product quality and price positively and significantly affect purchasing decisions (significance: 0.000 < 0.05). These three variables contribute 63.6% to the purchasing decisions for Lojonggo Slemanan Blitar products, while the remainder is influenced by factors outside the scope of this research.