PENGARUH LOKASI, HARGA, DAN FASILITAS TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH JASA RUMAH KOST” (Studi pada Rumah Kost Putri di Samarinda)

Abstract

The Effect of Location, Price, and Facilities on Consumer Decisions in Choosing Boarding House Services (Study at the Putri Boarding House in Samarinda).

This study aims to determine and analyze the effect of location, price, and facilities on consumer decisions in choosing boarding services at the Putri Boarding House. The theoretical basis used in this study includes Location, Price, and Facilities to Consumer Decisions.

This research was conducted on users of the Putri Boarding House in Samarinda, the population in this study were all users who lived in the Putri Boarding House. So in this study there were 39 residents, where the population was the same as the sample size. Data collection using a questionnaire. The data obtained were analyzed using statistical formulas, namely by using multiple regression analysis with the SPSS version 25 program.

The results showed that: 1). Location has a positive and significant effect on consumer decisions. 2). Price has a positive and significant effect on consumer decisions. 3). Facilities have a positive and significant effect on consumer decisions. 4). Location, price and facilities have a positive and significant effect together on consumer decisions in choosing boarding services at the Putri Boarding House.