Pengaruh Perceived Quality, Kredibilitas Influencer, Harga Dan Lokasi Terhadap Keputusan Pembelian Di Kedai Dimsum AD Sragen

Abstract

Purchasing decisions using basic psychology play an important role in understanding how consumers actually make their buying decisions. Decision making is a consumer advantage that is formed through consumer participation in the information search process. The higher the consumer's participation, the greater the consumer's purchase motivation. This study aims to determine the Perceived Quality, Influencer Credibility, Price and Location on the Purchase Decision of Dimsum Products at the Dimsum Shop AD Sragen by consumers. The background of this research is seen from the phenomenon in today's society which is very consumptive, hence the rise of fast food businesses that have sprung up. The population of this research is all consumers of Kedai Dimsum AD Sragen whose exact number is not known. From this population, a sample of 100 respondents was taken randomly referring to consumers from repeating purchases 2 times. The researcher uses multiple linear regression data analysis technique which consists of 1) t test and coefficient of determination, 2) data quality test, namely validity and reliability test, 3) classical assumption test, including normality test, 4) multicollinearity, and 5) heteroscedasticity. The results showed that H1 was accepted on the Perceived Quality, Price, and Location variables, Ho was rejected, which means that the Perceived Quality, Price, and Location variables affected the Purchase Decision. On the other hand, the Influencer Credibility variable, Ho is accepted and H1 is rejected, it shows that the Influencer Credibility variable has no effect on the Purchase Decision.

Keywords : Perceived Quality, Influencer Credibility, Price and Location