PENGARUH FASILITAS, HARGA DAN LOKASI TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH INDEKOST (Studi Kasus Pengguna Indekost Di Kelurahan Tuah Madani Kota Pekanbaru)

ABSTRAK Pengaruh Fasilitas,Harga dan Lokasi Terhadap Keputusan Konsumen Dalam Memilih Indekost (Studi Kasus Pengguna Indekost di Kelurahan Tuah Madani Kota Pekanbaru) OLEH : LUTVIANA ANTIN P 12070120644 Penelitian ini bertujuan untuk mengetahui pengaruh Fasilitas,Harga dan Lokasi terhadap Keputusan Konsumen dalam memilih Indekost pada pengguna indekost di Kelurahan Tuah Madani Kota Pekanbaru. Jenis Penelitian ini adalah penelitian Kuantitatif dengan menggunakan metode regresi linear berganda. Jumlah sampel dalam penelitian ini 100 responden yang dipilih menggunakan metode purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kusioner kepada responden. Data penelitian dianalisis dan diolah menggunakan SPSS.V.26. Hasil penelitian ini menunjukkan menunjukkan secara parsial Fasilitas,Harga dan Lokasi berpengaruh positif dan signifikan terhadap keputusan konsumen dalam memilih indekost di Kelurahan Tuah Madani Kota Pekanbaru. Hasil pengujian secara Simultan menunjukkan bahwa Fasilitas,harga dan Lokasi memiliki pengaruh Positif dan Signifikan terhadap Keputusan Konsumen dalam memilih Indekost diKelurahan Tuah Madani Kota Pekanbaru.Nilai R Square sebesar 0,910 atau 91,0% menunjukkan bahwa variable Fasilitas,Harga dan Lokasi secara keseluruhan memberikan pengaruh sebesar 91,0% terhadap variable Keputusan Konsumen. Sedangkan sisahnya sebesar 9% dipengaruhi oleh variable lain yang tidak diteliti dalam penelitian ini. Kata Kunci : Fasilitas,Harga dan Lokasi , Keputusan Konsume

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