PENGARUH PRODUCT DIFFERENTIATION, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO KUE MAGENTA COKLAT PADANG

Abstract

Lately a lot of entrepreneurs set up cake shop, they are vying with each other to create different products , strategic pricing and affordable location This research aims to indentify the influence of product differentiation, price and location on consumers buying decision in Magenta Coklat Padang. The sample in this research were taken using Sekaran approach as many as 80 consumers. With was using accidental sampling technique. The used of data is primary data through questionnaires. The analysis technique used is multiple regression analysis. Based on the results of hypothesis testing conducted by using SPSS 17. The result of this research found that: product differentiation, price and location has positive and significant influence on consumers buying decision in Magenta Coklat Padang.
Keyword: Product Differentiation, Price, Location, Consumers Buying Decision