FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN UNGGAS DI PASAR DEPOK SURAKARTA

Depok market known as birds, especially poultry market and become one of the reference point to search for orbuy poultry. Many things affect consumer purchasing decisions. The purpose of this study is the extent of quality, price, and location influence the purchasing decisions of poultry
The sample used in this study is that consumers in the Depok market as much as 97 respondents. The analysis tool used Is a test instrument that includes validity and ability test while hypothesis testing using multiple linear regression test, t test, F test and coefficient of determination.
Based on the results of analysis show that the variable quality, price, and location has a significant effect partially or simultaneously to the purchasing decision, the price variable has the most dominan influence on purchasing decisions.