THE INFLUENCE OF DIVERSITY PRODUCT, PRICE, LOCATION, AND QUALITY OF SERVICE ON PURCHASING DECISION PASTRIES IN THE CV. MEGA ANTERA SEMARANG

Abstract

CV. Mega Antera Semarang purchase volume decreased in  2011  to  2012. The decrease in the volume of  purchases  for 2  consecutive  years  shows  that  consumer purchasing  decisions  for  products  produced by CV.  Mega  Antera  Semarang  also decreased.  Anticipated  reduction  in  consumer  purchasing  decisions  on  products pastries  produced  by CV. Mega Antera  is motivated by the types of products offered by  the  company  is  still  small,  the  price  posted  by  the  company  for the products produced relatively more expensive compared to its competitors,  the  company is less strategic location and quality of services provided by employees of  CV. Mega Antera Semarang to consumers seem less friendly and nimble , so often  there are complaints from consumers .

           The population in this study is that consumers who make purchases dry bread of CV. Mega Antera Semarang, amounting to 300 people. The sampling technique using Simple Random Sampling method, where the number of samples in this study were 75 orang. Data analysis technique used is multiple linear regression and goodness of  fit test partially or simultaneously. Based on the analysis it is known that the diversity of product  variables  have  the  greatest  influence  on   purchase  decisions,  where  the regression coefficient of 55.1 percent . T test showed that the variable t value  greater product diversity than t table 1.9930 ( two- tailed ) , the first hypothesis  which  states that the product diversity effect on purchasing decisions are acceptable. t value  price variable -1412, location  0.478  and  quality of  service  0.650  are  less  than  t  table 1.9930, then the second hypothesis, the third and fourth states that the  price, location and quality of services influence the purchasing decision is unacceptable.  Calculated F value is greater than 3,400 F table 2.50 , the fifth hypothesis  which  states that  the diversity of product,  price, location and  quality  of  service simultaneously influence the purchase decision is acceptable .

          Management CV. Mega Antera  Semarang  should  seek  to  increase  consumer purchasing decisions  of  its  products  by  increasing  the  diversity of  product, price strategy , opening outlets in strategic locations and improve quality of care .

Keywords : diversity      of    product ,  price ,  location , quality   of  service and

                  purchasing decisions