Influence of Product Variables, Prices, Location and Promotions on Purchasing Decisions at Warung D’taman Restaurants in Tabanan

DOI

10.2991/aebmr.k.211124.063How to use a DOI?

Keywords

Product quality; Price; Location; Promotion; Purchase decision

Abstract

The purpose of this study was to find out the influence of product quality, price, location and promotion on purchasing decisions at Warung D’Taman Restaurant in Penebel Tabanan. In this study used a useful Causal Research Design to analyze the relationship between variables with each other. The object of his research at Warung D’taman Restaurant in Penebel,in the study was conducted directly to get primary data in the form of interview questions using questionnaires shared. With the number of research samples that respondents data as many as 100 people. The sampling technique used is accidental sampling technique. The methods of data collection in this study are questionnaires, interviews, observations and literature studies. The analytical method used in this study is a quantitative method with the help of statistical analysis tools with SPSS 23.00 software. Themethod for testing instruments is the Validity and Reliability Test, while in hypothesis testing used Test t and Test F, supported by multiple linear regression analysis to find out variables that affect consumer satisfaction through data processing on the scale of variable operationalization likert. The results of hypothesis I tests are known with test t which shows that product variables (sign = 0.020), price (sign = 0.040) location (sign = 0.015 and promotion (sign = 0.010), partially affect consumer purchasing decisions at Warung D’taman restaurant in Penebel. Hypothesis II is known by looking at the results of correlation testing it is known that the Location variable becomes the dominant variable that affects the Purchase Decision (r = 0.225) so that the assumptions in hypothesis II are rejected, because it is not the product that is the main reason in the consumer’s purchasing decision, but precisely the location, this is possible because the products from Warung D’taman Restaurant are almost the same both in the menu and the way they are presented, while the location is strategic, comfortable and safe and the area of parking is only obtained at Warung D’taman Penebel Tabanan Restaurant. The result of the acquisition of determination value R of 71.26%can be concluded that consumer purchasing decisions can be explained by the influence of product variables, prices, locations and promotions while the remaining 28.74%is explained by other variables such as service variables and internal and external variables in consumer behavior.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - I Gede Putu Banu Astawa
AU  - Nyoman Ari Surya Darmawan
AU  - Kadek Dwi Ary Kumala
AU  - Wenas Yohanes Berchmans
PY  - 2021
DA  - 2021/11/25
TI  - Influence of Product Variables, Prices, Location and Promotions on Purchasing Decisions at Warung D’taman Restaurants in Tabanan
BT  - Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021)
PB  - Atlantis Press
SP  - 446
EP  - 451
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211124.063
DO  - 10.2991/aebmr.k.211124.063
ID  - Astawa2021
ER  -