PENGARUH KUALITAS PRODUK, PENETAPAN HARGA DAN LOKASI TOKO TERHADAP DI ROTTE BAKERY CABANG BUKIT BARISAN PEKANBARU

Abstract

This research was conducted at Rotte Bakery Bukit Barisan Branch Pekanbaru. The purpose of this study was to determine the effect of product quality, pricing and store location on buying interest at Rotte Bakery Bukit Barisan Pekanbaru Branch partially and simultaneously. In this research, the method used is descriptive and quantitative analysis. SPSS 26 program data management techniques. The sample in this study was taken from the entire population of consumers who made purchases at Rotte Bakery Bukit Barisan Pekanbaru Branch as many as 100 respondents. To determine the sample using the accidental sampling method. Data collection techniques through questionnaires using google form, types and sources of data using primary data and secondary data, measurement collection techniques using a Likert scale. From the data analysis which includes validity test, reliability test, multiple linear analysis, determination analysis and significance test with t test test (partial), and f test (simultaneous). The results show that product quality affects buying interest, price fixing affects buying interest and store location affects buying interest, partially this research has an effect. Product quality, pricing, and store location on buying interest have a simultaneous effect. Keywords: Pricing, Store Location, Buying Interest