Analysis of factors affecting decision of purchasing of sari bread product in alfamart retail in semarang

Abstract

This study aims to analyze the factors that influence the decision to buy sari roti products in alfamart store in Semarang. This research uses quantitative research methods and data collection techniques used are interviews and questionnaires. Population in this research is alfamart user in Semarang. While the sample in this study as many as 100 users. The sample size is determined using the slovin formula. The analysis used is multiple linear regression.
The results of this study indicate that the variable price (H1) have a positive and significant effect on purchasing decisions, based on t test obtained t count 3,196 > t table 1,405. Promotion (H2) has positive and significant effect on purchasing decision, based on t test obtained t count 3,239 > t table 1,405, and product quality (H3) have a positive and significant effect on purchasing decisions, based on t test obtained t count 3,875 > t table 1,405. Product qulity is the most dominant variable influencing purchasing decisions.
Based on the results of F test analysis obtained value F count 77,806 >F table2.704 with a significant value of 0,000 < 0,05. This shows that the joint influence between price, promotion, product quality has a positive and significant effect on buying decision of bread Sari Roti at alfamart.
Based on the results of R square analysis obtained results of 0,481 indicating that the decision of buying bread Sari Roti in alfamart is influenced by 3 variable that is price, promotion, product quality equal to 48,1% , the rest is 51,9% decision of buying bread Sari Roti at alfamart influenced by other variable.
Keywords : price, promotion, product quality, buying decision.