ANALISIS PENGARUH KUALITAS PELAYANAN, KELENGKAPAN PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PADA PASAR RAKYAT ORO-ORO DOWOKEC. KLOJEN KOTA MALANG

This study aims to find out the reasons for consumers in purchasing decisions and analyze the effect of service quality, product completeness, price, promotion and location as independent variables. This research was conducted at Oro-Oro Dowo Market Kec, Klojen Malang City with a sample size of 102 respondents. The type of research used is explanatory research with a quantitative approach. The sampling technique uses non-probability sampling techniques with random sample techniques without regard to the strata that exist in the population. Data collection using questionnaire distribution. The results of the study indicate that among the 5 variables studied in consumer purchasing decisions at Oro-Oro Dowo Market, there are only 2 variables that have a positive and significant effect, namely the Service Quality and Promotion variables while the other 3 variables that have no effect are Product Completeness, Price and Location.

Keywords: Consumer purchasing decisions, service quality, product completeness, price, promotion, location.