Pengaruh Harga, Atribut Produk dan Lokasi terhadap Keputusan Pembelian Produk Fashion Delvation Store di Surabaya

Abstract

The growth of diverse businesses and business ventures especially in similar
companies. Fashion trend models that are growing every year make the Delvation Store
fashion store provide innovation and product completeness as well as the Delvation Store
Surabaya, starting from clothing, bags, and women's hijabs. Price is a very influential factor
in considering consumer decisions to buy a product. In addition to product attributes,
product attributes are also influential in determining consumer desires because they
guarantee that the product can meet the needs and desires of buyers. Location can also be a
consideration in making purchasing decisions. This study aims to determine and analyze the
effect of price, product attributes, and location on the decision to purchase products at the
Delvation Store Fashion in Surabaya. using a questionnaire as a research instrument. The
population in this study were people who had bought fashion products at the Delvation Store
Surabaya. This study used the accidental sampling method as a sampling technique and
determined 100 respondents to be used as samples. The data analysis technique used is
multiple linear regression analysis. The results obtained from the data analysis test in this
study indicate that price, product attributes, and location have a significant influence on
purchasing decisions.