The Impact of Price Perception, Location, and Facilities on Purchase Decisions (a Case Study of Al-Azfar Collection Boutique in Surabaya)
Keywords:
Price Perception, Location, Facilities, and Purchase DecisionsAbstract
This thesis uses quantitative research to assess whether price, location, and facilities
affect purchase decisions both individually and collectively at the Al-Azfar
Boutique in Surabaya. The study employs a descriptive quantitative approach with
a sample size of 99 respondents who frequently shop at the boutique. Sampling was
carried out using probability sampling, and data was collected via a Likert-scale
questionnaire. To validate and analyze the research, validity tests, reliability tests,
classical assumption tests, multiple linear regression tests, t-tests, and F-tests were
used. The results indicate that, simultaneously, price, location, and facilities
significantly affect purchase decisions, as evidenced by a significance value of
0.000, which is less than 0.05. This means that price, location, and facilities
collectively influence purchase decisions. Specifically, price significantly impacts
purchase decisions, with a significance value of 0.000 (less than 0.05) and a t-value
of 6.427 (greater than 1.98498). Conversely, location does not have a significant
effect on purchase decisions, with a significance value of 0.224 (greater than 0.05)
and a t-value of 1.223 (less than 1.98498). Facilities also do not significantly affect
purchase decisions, with a significance value of 0.81 (greater than 0.05) and a t
value of 1.765.
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