Pengaruh Kualitas Pelayanan, Desain Produk Dan Lokasi Terhadap Keputusan Pembelian Songket Silungkang Ande Darama Di Gunung Pangilun Kota Padang (Plaza Mabel Central Jepara)

Silungkang songket fabric is a custom fabric for the Minang people and is used as a symbol of a person's social status in addition to wealth, consumer purchasing decisions are an intense behavior related to the consumer's desire to behave in a certain way in order to own and use the product. The purpose of this study was to determine the effect of service quality, product design and location on the decision to purchase Songket Silungkang Ande Darama at Padang City Pangilun Mountain (Mabel Central Jepara Plaza). This type of research is quantitative. The population of this study were consumers who came to Ande Darama shop in Padang City Pangilun Mountain (Plaza Jepara Central Furniture) who had felt the service and design of silungkang songket products, which the authors took as many as 312 respondents in 2017 with 75 people taken by simple random sampling . Data is processed using multiple linear regression. The results showed that there was an effect of service quality on consumer purchasing decisions in buying Silungkang songket t -2.913> t table 1.666, and sig value 0.005 <0.05, there was a product design effect on consumer purchasing decisions in buying songket Silungkangt count 2.995,> t table 1,666, and sig value 0.004 <0.05 and there is a location effect on consumer purchasing decisions in buying Silungkang songket t count 5.847,> t table 1.666, and sig 0.000 <0.05 and suggestions for future researchers to be able to use research as a reference which will later provide comparison in conducting further research.