The Effect of Location and Price on Purchasing Decision at DMOONT KIDS Stores in Bandung

Abstract

 Business competition is getting tougher in the current era of globalization, especially in fashion clothes, which is no less competitive with adult clothing models, which has led to many competitors competing to innovate in this business. One of the children's clothing store entrepreneurs is Dmoont Kids, an entrepreneur who offers children's clothing. The center of consumer attention besides the non-strategic location is that the prices in this shop are very expensive compared to other stores which greatly influences consumer purchasing decisions. From the research conducted, it aims to determine how the conditions of Location, Price, and Purchasing Decisions. The method used in this research is descriptive and associative analysis method. The population in this study were consumers at the Dmoont Kids Store, with a sample size of 83 respondents. The analysis methods used in this study are validity test, reliability test, MSI, classical assumption test, multiple linear regression analysis, correlation, determination, t test and f test. Therefore, the conclusion can be seen that the location variable obtained a significant value of 0.000 < 0.05 and the t count value is greater than the t table (5.047) > (1.990). It means that the regression coefficient on the location variable has a positive sign. That the price variable obtained a significant value of 0.000 < 0.05 and the t count value was greater than the t table (4.328) > (1.990). It means that the regression coefficient on the price variable has a positive sign. The results of data processing in the simultaneous test obtained a significant value of 0.000 < 0.05 and f count (76.279) > f table (1.990) indicating that there is a simultaneous significant influence between Location and Price on purchasing decisions, it can be concluded that Ho is rejected and Ha is accepted.