The Influence of Location on Customer Purchase Decisions at Amanah Water, Sipolu-Polu Village, Panyabungan District, Mandailing Natal Regency

Abstrak

This research is motivated by a decline in sales at the Amanah Water Refill Drinking Water Depot during the 2021–2024 period. The decline in the Amanah Water Refill Drinking Water Depot is thought to be influenced by location factors, such as limited parking areas, unclear business signs, and punctuality of delivery times, which can reduce consumer comfort in making purchases. The type of research used is field research with a quantitative approach. The research population is all Amanah Water consumers, with a sample of 96 respondents determined through accidental sampling techniques. Data were collected through observation, questionnaires, and documentation, then analyzed using validity tests, reliability tests, classical assumption tests, simple linear regression analysis, t-tests, and coefficients of determination (R²) with the help of SPSS version 21. The results of the analysis show a regression equation Y = 3.327 + 0.916X. The t-test obtained a t-value of 18.039 > t-table 1.98552 with a significance of 0.000 < 0.05, so the location variable has a positive and significant effect on purchasing decisions. The R² value of 0.776 indicates that the location contributes 77.6% to purchasing decisions, while the remaining 22.4% is influenced by other factors outside the study. The conclusion of this study is that the location has a positive and significant effect on consumer purchasing decisions at Amanah Water, although the contribution is relatively small. Therefore, improving supporting facilities such as parking areas, waiting rooms, ...