Pengaruh Product, Price dan Place terhadap Keputusan Konsumen dalam Menggunakan Jasa Ikebana Kost Palembang

Abstract

The development of boarding houses in Indonesia is quite extraordinary; according from Mamikos (2022), there are 2 million rooms spread across more than 140 cities throughout Indonesia. A boarding house is a service that rents out a room with various facilities that can be rented for a daily, weekly, monthly, or even yearly duration by various groups, such as students, employees, and families. Boarding houses are needed by some community groups as temporary residences with a payment system for a certain period. The competition in the boarding house business is getting tougher because every year new boarding houses appear that offer better facilities, affordable prices, and easy-to-reach locations. Competitive advantage is needed so that competition in the boarding house business can continue to compete, and it is important for boarding houses to know their strengths and weaknesses, namely by measuring the quality of the product, the price offered, and the location that is easily accessible to consumer purchasing decisions. This study uses multiple regression analysis methods, partial test (T) and simultaneous test (F). The results of the research that has been processed show that both product quality and location variables influence purchasing decisions, and only the price variable does not affect the partial test (T). That is, consumers do not really care about the prices offered by boarding house service providers if the boarding house has good-quality rooms and a strategic location. Whereas in the simultaneous test, all independent variables simultaneously affect the dependent variable.