PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RESTORAN GOLDEN LAMIAN
Keywords:
Price, Purchase Decision, ConsumerAbstract
Price is one of the key factors influencing consumer purchasing decisions. This study aims to
determine the extent of the effect of price on consumer purchase decisions at Golden Lamian Restaurant. A quantitative descriptive method was used, with questionnaires distributed to 20 respondents. Data was analyzed using simple linear regression. The results show that price has a significant effect on purchase decisions, with a coefficient of determination of 0.69, indicating that 69% of purchase decisions are influenced by price. This finding indicates that appropriate pricing increases consumer buying decisions
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