Faktor-Faktor Yang Mempengaruhi Konsumen Dalam Melakukan Pembelian Produk Waleu Kaos Lampung

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This study aims to determine and provide empirical evidence regarding the factors that influence
consumers in purchasing Waleu Kaos Lampung Products. The independent variables in this study are
location, service, and brand image, while the dependent variable is the purchase decision. This
research is quantitative, the study population is Waleu consumers in Lampung. The sample was
determined based on probability sampling technique using the Slovin formula with a total of 89
samples. The data obtained directly by distributing questionnaires in Waleu Lampung, while the data
analysis technique used multiple analysis techniques.The results of this study concluded that location
has no effect on purchasing decisions, while service and brand image influence purchasing
decisions.Based on the results of this study, it is suggested that the location variable (X1) gets the
lowest score compared to other variables. This indicates that the road access to the Waleu Lampung
location should be the focus considered in choosing an outlet location, in order to contribute to
purchasing decisions.
Keywords: Location, Service, Brand Image, Purchase Decision