PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, HARGA, LOKASI, TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINUM ISI ULANG “MERK BIRU” (Studi Kasus Pada Masyarakat Komplek Pelindo II Dan Sekitarnya di Kecamatan Rawabadak, Koja, Jakarta Utara)

The results of the analysis using multiple linear regression models, the calculation resultsobtained that product quality variables have a significant effect on purchasing decisions with theresults of t test (partial) obtained t count> t table (3.846> 1.984) with a significance value of 0.000<0, 05, then Ho is rejected and Ha is accepted. Service quality variables have a significant effect onpurchasing decisions with the results of t test (partial) obtained t count > t table (2.014> 1.984) witha significance value obtained at 0.030 < 0.05, then Ho is rejected and Ha is accepted. Price variableshave a significant effect on purchasing decisions with the results of t test (partial) obtained t count> ttable (2.927> 1.984) with a significance value obtained at 0.026 < 0.05, then Ho is rejected and Hais accepted. Location variables have a significant effect on purchasing decisions with the results of ttest (partial) obtained t count > t table (3.646> 1.984) with a significance value obtained at (0.000 <0.05) then Ho is rejected and Ha is accepted. The results of the F test analysis, known as sig (0.000 <0.05), variable product quality, service quality, price and location have an effect on jointly onpurchasing decisions. Whereas if the decision is made by comparing Fcount with Ftable. At Fcountof 15.615, using a 95% confidence level, α = 5%, df1 or 5-1 = 4 and df2 or 100-4-1 = 95, the resultsobtained for Ftable are 2.70. Because Fcount> Ftable (50.295 > 2.70) then Ho is rejected and Ha isaccepted, which means that there is a significant influence between product quality, service quality,price and location together on purchasing decisions.