THE INFLUENCE OF PRICE, PROMOTION AND LOCATION OF THE CONSUMERS DECISION FOR SHOPPING AT SJS SUPERMARKET PADANG

Abstract

This study examined the influence of price, promotion and location of the consumer's decision for shopping at SJS Supermarket Padang. In this study , Respondents is the consumers that have ever shopped at SJS Supermarket Padang about 80 respondents, the sampling technique is accidental sampling. Data were collected by a questionnaire that given directly to respondents. The method which used is inferential analysis by using multiple linear regression. The results of hypothesis found that the price have negative effect and significant to consumer's decision for shopping at SJS Supermarket Padang. Then, the promotion have positive effect to consumer's decision for shopping at SJS Supermarket Padang, and the location have negative effect and significant to consumer's decision for shopping at SJS Supermarket Padang. Keywords: price, promotion, location, consumers decisions