?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KUALITAS+PRODUK%2C+HARGA%2C+DAN+LOKASI+TERHADAP+KEPUTUSAN+PEMBELIAN+(STUDI+PADA+EL%E2%80%99S+COFFEE+KARTINI+BANDAR+LAMPUNG)&rft.creator=KARDITA+MAGDA%2C+1311011092&rft.subject=HD61+Risk+Management&rft.description=Penelitian+ini+dilatarbelakangi+oleh+adanya+fluktuasi+penjualan+El%E2%80%99s+Coffee+Kartini+dalam+kurun+waktu+2015+hingga+2016%2C+sehingga+perlu+diketahui+faktor-faktor+apa+saja+yang+berpemgaruh+terhadap+keputusan+pembelian.+Tingginya+tingkat+persaingan+dalam+kategori+coffee+shop+yang+menandakan+bahwa+konsumen+dalam+kategori+ini+sangat+potensial.+Namun%2C+disisi+lain+produsen+dituntut+untuk+semakin+cermat+dalam+membaca+kebutuhan+dan+keinginan+konsumen.%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+dan+menganalisis+pengaruh+kualitas+produk%2C+harga+dan+lokasi+terhadap+keputusan+pembelian+pada+produk+El%E2%80%99s+Coffee+Kartini+Bandar+Lampung.+Sampel+penelitian+ini+adalah+konsumen+yang+pernah+melakukan+pembelian+produk+El%E2%80%99s+Coffee+Kartini.%0D%0ATeknik+pengambilan+sampel+yang+digunakan+adalah+purposive+sampling+yaitu+teknik+penentuan+sampel+dengan+pertimbangan+tertentu+yang+telah+ditentukan+terlebih+dahulu+oleh+peneliti.+Metode+analisis+statistik+yang+terdiri+dari%2C+analisis+regresi+linier+berganda%2C+pengujian+signifikan+simultan+(uji+F)%2C+pungujian+signifikan+parsial+(uji+t)%2C+dan+analisis+determinasi+(R2).%0D%0APengujian+analisis+determinasi+(R2)+menyatakan+nilai+Adjusted+R+Square+70%2C1%25.+Hal+ini+berarti+bahwa+variabel+kualitas+produk%2C+harga%2C+dan+lokasi+terhadap+keputusan+pembelian+memiliki+kontribusi+sebesar+70%2C1%25.+Pengujian+secara+parsial+(uji+t)+diketahui+variabel+yang+paling+berpengaruh+paling+pesat+terhadap+keputusan+pembelian+adalah+variabel+kualitas+produk+(X1)+dengan+nilai+%CE%B2+sebesar+0%2C462%2C+dan+variabel+yang+paling+rendah+pengaruhnya+adalah+variabel+harga+(x2)+dengan+nilai+%CE%B2+sebesar+0%2C179.+Pengujian+secara+simultan+(uji+F)+diketahui+bahwa+variabel+persepsi+kualitas+secara+bersama-sama+berpengaruh+positif+dan+signifikan+terhadap+keputusan+pembelian.%0D%0A%0D%0AKata+kunci+%3Akualitas+produk%2C+harga%2C+lokasi%2C+keputusan+pembelian%2C+coffee+shop%0D%0A%0D%0AABSTRACT%0D%0A%0D%0AThis+research+was+distributed+by+the+sales+fluctuations+of+Els+Coffee+Kartini+in+the+period+2015+to+2017%2C+and+aims+to+find+out+which+factors+that+will+affect+towards+buying+decisions.+The+higher+number+of+market+competitions+in+coffee+shop+show+that+consumer+is+very+important+and+has+the+biggest+potential.+In+another+hand%2C+producer+should+to+be+smart+enough+to+determine+what+consumers%E2%80%99+needs+are.%0D%0AThis+research+aims+to+find+out+and+analysed+the+impact+of+location%2C+price%2C+and+product+quality+towards+buying+decisions+of+Els+Coffee+Kartini%E2%80%99s+Bandar+Lampung+product.+The+sample+of+this+research+is+the+consumer+who+has+been+purchasing+of+any+product+in+Els+Coffee+Kartini+Bandar+Lampung.%0D%0AThe+sampling+technique+used+is+purposive+sampling%2C+which+is+a+sampling+technique+in+which+researcher+relies+on+his+or+her+own+judgement+when+choosing+members+of+population+to+participate+in+the+study.+The+statistical+analysis+methods+involved+in+this+research+are+the+determination+analysis+(R2)%2C+the+partial+significance+testing+(The+T-test)%2C+the+simultaneous+significance+testing+(The+F-test)%2C+and+the+multiple+linear+regression+analysis.%0D%0AThe+determination+analysis+(R2)+shows+that+the+percentage+number+of+Adjusted+R+Square+is+70.1%25.+This+means+that+location%2C+price%2C+and+product+quality+variables+towards+consumer+buying+decisions+have+a+huge+contribution+for+up+to+70.1%25.+Based+on+the+partial+testing+(The+T-test)%2C+the+most+affected+variable+towards+buying+decisions+is+the+product+quality+variable+(X1)+with+the+%CE%B2+score+up+to+0%2C462+and+the+smallest+number+of+affected+variable+is+the+price+variable+(X2)++with+the+%CE%B2+score+up+to+0%2C179.+The+simultaneous+significance+testing+(The+F-test)+shows+that+the+quality+perception+variable+both+together+give+the+significance+and+positive+impact+towards+buying+decisions.%0D%0A%0D%0AKey+words%3A+coffee+shop%2C+buying+decisions%2C+location%2C+price%2C+product+quality%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS+&rft.date=2017-04-27&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26866%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26866%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26866%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++KARDITA+MAGDA%2C+1311011092++(2017)+PENGARUH+KUALITAS+PRODUK%2C+HARGA%2C+DAN+LOKASI+TERHADAP+KEPUTUSAN+PEMBELIAN+(STUDI+PADA+EL%E2%80%99S+COFFEE+KARTINI+BANDAR+LAMPUNG).++FAKULTAS+EKONOMI+DAN+BISNIS+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F26866%2F