PENGARUH LOKASI DAN PERSEPSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO ASIN PEMATANGSIANTAR

Abstract

The purpose of ths research are: 1. To determine the location overview, the perception and the consumer purchasing decisions at Toko Asin  Pematagsiantar. 2. To determine the influence of location and perception on consumer purchasing decisions at Toko Asin Pematangsiantar either simultaneously or partial. The population of this the consumers which are come to buy at Toko Asin Pematangsiantar on July 18 to 25, 2021 as many as 41 people which also used as a sample of it.. Data collection is done by questionnaires, interviews and documentation. The analysis technique used is the research instrument test, qualitative descriptive analysis and quantitative descriptive.descriptive which includes multiple linearregression, simple linear regression, correlation coefficient analysis and determination, and hypothesistesting.

The results of this study can be concluded as follows: 1. location, perception and consumer purchasing decisions are good. 2. There is a positive influence between location and perception of consumer purchasing decisions. 3. There is a moderately high  and positive a correlation between location and perceptions of consumer purchasing decisions. The level of consumer purchasing decisions can be explained by location and perception. 4. The results of the hypothesis test state that H₀ is rejected, meaning that location and perception have a positive and significant effect on consumer purchasing decisions, either simultaneously or partially.