ANALISIS PENGARUH HARGA, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN PT. SAHABAT TOUR & TRAVEL SUKOHARJO

This study aims to determine the effect of price, service quality and location onpurchasing decisions of consumers of Sahabat Tour & Travel's Umrah and Hajj travelagency either partially or simultaneously. The type of research used is quantitative. Thevariables of this research include price, service quality, location and Purchase Decision.The population of this study are customers who had already Umrah or Hajj using theservices of Sahabat Tour & Travel's Umrah and Hajj travel agency. The sample used inthis study were 40 respondents, they are customers who had already Umrah or Hajj usingthe services of Sahabat Tour & Travel's Umrah and Hajj travel agency in 2022. Thesampling technique was taken using random sampling and the data collection methodused questionnaire (questionnaire). The data analysis used is descriptive statisticalanalysis and multiple linear regression analysis, F test, t test,and Coefficient ofDetermination Test (R2).The data in this study were processed using SPSS 25 forWindows. The results of multiple linear regression analysis show that the variables ofprice, service quality and location each have a partially significant effect on purchasingdecisions of consumers of Sahabat Tour & Travel's Umrah and Hajj travel agency. Theresults of multiple linear regression analysis show that the variables of price, servicequality and location variables have a significant effect on purchasing decisions ofconsumers of Sahabat Tour & Travel's Umrah and Hajj travel agency.