Pengaruh Lokasi Dan Harga Terhadap Keputusan Pembelian Mie Gacoan Di Kota Cirebon

The purpose of this research is to analyze the effect of location and price on gacoan purchasing decisions in Cirebon City. This research uses multiple linear regression method. In this study using a survey method by collecting data from 72 respondents who are Mie Gacoan customers. This type of research is quantitative. Types and sources of data come from questionnaires or questionnaires with data collection techniques through forms containing questions submitted in writing to a person or group of people to get answers or responses and information needed by researchers. This research uses a quantitative descriptive method. The results of multiple linear regression analysis show that location and price variables simultaneously have a positive influence on purchasing decisions. This can be proven from the Fcount value of 25.391 with a significance value (sig) of 0.00 <0.05 (a = 5%). Based on the results of the t test, the location variable is negative with a tcount of 1,916 and a significance value of 0.060 > 0.05. This shows that the location variable has a negative and insignificant effect on the purchasing decision variable and based on the results of the t test the price variable is positive with a tcount of 4,353 and a significance value of 0.000 <0.05. This shows that the product price variable has a positive and significant effect on consumer purchasing decision variables.