Pengaruh Kualitas Produk, Harga dan Lokasi terhadap Keputusan Pembelian di Resto Margentong Kaliwungu – Kendal

Joko Purwanto; Ahmad Dwi Nurdiyanto

doi:10.30640/jmcbus.v4i4.7618

Authors

Joko Purwanto Institut Teknologi dan Bisnis (ITB) Semarang
Ahmad Dwi Nurdiyanto Institut Teknologi dan Bisnis (ITB) Semarang

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7618

Keywords:

Location, price, product quality, purchasing decision, Resto Margentong Kaliwungu

Abstract

This study examines the partial and simultaneous influence of Product Quality, Price, and Location on consumer Purchasing Decisions at Resto Margentong Kaliwungu, prompted by the restaurant's fluctuating, gradually declining duck-and-chicken sales from January 2025 to March 2026. Using a quantitative associative design, 97 respondents were selected through purposive, non-probability sampling and surveyed with a 1-5 Likert questionnaire whose validity and reliability were confirmed via Pearson Product Moment correlation and Cronbach's Alpha. Data were tested for classical assumptions (normality, multicollinearity, heteroscedasticity) before multiple linear regression, t-tests, F-tests, and coefficient-of-determination analysis in IBM SPSS Statistics version 25. Product Quality (t = 2.980; sig. 0.004), Price (t = 2.666; sig. 0.009), and Location (t = 3.569; sig. 0.001) each show a positive, significant partial effect on Purchasing Decisions, while together the three variables produce a significant effect (F = 23.098; sig. 0.000) with an Adjusted R2 of 0.408, Location being the most influential predictor.

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