Abstrak
ABSTRACT Micro, small and medium enterprises (MSMEs) are a rapidly growing business in Indonesia today. So this is what makes the need to develop business (MSMEs) in this area such as the Roti Rima business in the city of Padang. This study discusses the pricing, product quality, and location of the decision to buy Rima Roti in the city of Padang. The research method used is associative with multiple linear regression analysis techniques. The population of consumer research Roti Rima was 210 stores and the sample was 138 respondents. Processing data using validity test, reliability test, multiple regression analysis and hypothesis testing. Therefore from the results of the study indicate that prices do not affect purchasing decisions, while product quality and location have a significant positive influence on purchasing decisions. Because of that the Roti Rima company must improve product quality in order to increase purchasing decisions. By applying the right price will make it easier for companies to achieve success. By speeding up the price will create a satisfaction or profit that is obtained by the company, while the other elements (product, distribution, and promotion). In addition, there are also elements of flexible besipat marketing while the other side is a measuring instrument that is (including goods and services) that are obtained to get goods and services Keywords: price, product quality,location, purchasing decisions