THE INFLUENCE OF PRODUCT AND PLACE ON PURCHASE DECISIONS AT MOFFEE COFFEE STORE MANADO

Abstract

This study aims to test and analyze the influence of products and places on purchasing decisions at Moffee Coffee Store Manado. The type used in this study is quantitative research, because the data presented is related to numbers and uses statistical analysis. Data analysis was carried out using multiple linear regression methods. The results of the study indicate that the H1 test in this study was obtained from the results of product variables influencing the dependent variable, namely purchasing decisions. It can be seen from partial testing for product variables obtained a calculated t value of 2.299> t table 2.010. These results explain that product variables have an influence on purchasing decisions. The H2 test in this study was obtained from the results of place variables influencing the dependent variable, namely purchasing decisions. It can be seen from partial testing for product variables obtained a calculated t value of 3.169> t table 2.010. These results explain that place variables have an influence on purchasing decisions. The H3 test in this study was obtained from the results of product and place variables influencing the dependent variable, namely purchasing decisions. It can be seen from the simultaneous testing for product and place variables that the calculated F value is 18.031 > F table 3.191. These results explain that the place variable has an influence on purchasing decisions.