Pengaruh Harga Dan Lokasi Terhadap Keputusan Pembelian Bahan Bangunan Pada Toko Buana Situju Kabupaten Pasangkayu

Abstract

This study aims to analyze the effect of price and location on purchasing decisions for building materials at Toko Buana Situju, Pasangkayu Regency. The research method used is a quantitative approach with a population consisting of all store customers and a sample of 30 respondents selected using accidental sampling techniques. Data were collected through observation, literature study, and questionnaires, then analyzed using validity and reliability tests, as well as multiple linear regression (t-test and F-test). The results of the study show that, partially, the price variable has a significant effect on purchasing decisions, and the location variable also has a significant effect on purchasing decisions. Simultaneously, price and location also have a significant effect on purchasing decisions for building materials at Toko Buana Situju, Pasangkayu Regency. These findings emphasize the importance of competitive pricing strategies and appropriate location selection to enhance consumer purchasing decisions