Pengaruh Kualitas Pelayanan, Harga, Dan Lokasi Terhadap Keputusan Konsumen Belanja Di Indomaret (Studi Kasus Jalan Slamet Riyadi Kota Samarinda)

Abstract

This study aims to determine and analyze the effect of service quality, price, and location on consumer decisions to shop at Indomaret Jalan Slamet Riyadi, Samarinda City, either partially or simultaneously.

The analytical tools used in this research are validity test, reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination test (R2), t test, and F test.

The results showed that service quality had no effect on consumer decisions to shop at Indomaret Jalan Slamet Riyadi, Samarinda City, meanwhile price and location influenced consumer decisions to shop at Indomaret Jalan Slamet Riyadi, Samarinda City.

This is because consumers are not oriented to the quality of services provided by Indomaret managers and/or employees, but rather due to the need for consumer goods available at Indomaret. In addition, Indomaret generally sets the price of the products sold to be quite competitive with other minimarkets, especially in the city of Samarinda, as well as promotional programs in the form of discounts at certain times, also contributing to consumer decisions in shopping for necessities at Indomaret Jl. Slamet Riyadi. The existence of Indomaret on Jl, Slamet Riyadi which incidentally is a highway area with high traffic, and the absence of competitors in that location, as well as location and transportation accessibility so that its strategic location makes many consumers choose to shop, in addition to providing facilities and infrastructure such as spacious location, accommodative parking area which is perceived positively by consumers.