Impact of Products, Prices and Locations on Consumer Purchasing Decisions in Manado’s Boulevart Resto and Café Service Entities

Abstract

Companies engaged in services, will always provide satisfaction to consumers to maintain loyalty and corporate profits. Through product, price and location of restaurant & café Boulevart Manado try to apply marketing strategy in order to compete with other competitors. With the aim of the research are: 1) Analyzing product variables, prices and locations together have a significant influence on the purchase decision of Boulevart Manado rest & café, 2) Analyzing the variables of the product, price and location that have the most significant influence on the restaurant purchase decision & café Boulevart Manado. This study uses multiple linear regression data analysis technique Y = b0 + b1X1 + b2X2 + b3X3 + e. with the number of respondents of 100 respondents taken by chance for customers who come to the restaurant & café. The results of multiple regression analysis research are: After analyzing the SPSS program against the data that has been determined in this study, the results of the calculation are as follows. Y = 1.852 + 0.086 X1 + 0.106 X2 + 0.078 X3 + e.Which means the product is 0.086 units per unit, the price is 0.106 units per unit and the location is 0.078 units per unit. Thus the variable that has the most influence is the price of 0.106 units per unit, which means that if the addition of a financial benefit variable of 1 unit will increase the level of consumer purchasing decisions by 0.106 times with the assumption of variable products and fixed or constant location variables. Other variables also have the influence or weight of a large contribution to consecutive consumer purchasing decisions of products of 0.086 units per unit meaning that the addition of product variables by 1 unit will increase consumer purchasing decisions by 0.086 times with the assumption that other variables remain. Location of 0.076 units per unit means that each addition of location variables by 1 unit will increase the level of consumer purchasing decisions by 0.086 times with the assumption of other variables remain or constant.