Analisa Pengaruh Kualitas Produk, Kualitas Pelayanan, Harga, Lokasi Dan Inovasi Produk Terhadap Keputusan Pembelian Martabak Favorite Pak Man Di Kecamatan Sumpiuh Kabupaten Banyumas Provinsi Jawa Tengah

This study aims to test and analyze the influence of product quality, service quality, price, location and product innovation on the purchase decision of Martabak Favorite Pak Man in Sumpiuh District, Banyumas Regency, Java Jengah Province. Data collection was carried out with a data questionnaire using a likert scale of 5 options. Populasi dati this study is the buyer of mr. man's favorite martabak in sumpiuh district of Banyumas regency, Central Java Province, which numbers 96 people. Technical sampling using Accidental sampling is a direct sampling technique for this type of research data that can be done with easy and convenient steps by not getting into difficulties even if done accidentally or by chance. Data collection techniques use questionnaires and observations. The method used in analyzing the data is multiple linear regression analysis which includes the T test and F Test or Model Feasibility which previously the data was tested first with validity tests, reliability tests, and classical assumptions, classical assumption tests consisting of multicollinearity tests, heteroscedasticity tests and normality tests with the help of the SPSS program. The results showed that product quality had a significant effect, service quality had a significant effect, price had a significant effect, location had a significant effect and product innovation had a significant effect on the purchase decision of Mr. Man's favorite Martabak in Sumpiuh District, Banyumas Regency, Central Java Province