Determination of Purchase Decision: Product Quality, Price and Place (Literature Review)

: The Literature Review Article Determination of Purchase Decision: Product Quality, Price and Place is a scientific article that aims to build a research hypothesis on the influence between variables that will be used in further research, within the scope of Marketing Management. The method of writing this Literature Review article is the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this Literature Review article are that: 1) Product Quality is related to Purchase Decisions; 2) Price relates to Purchase Decision; and 3) Place related to Purchase Decision. Apart from these 3 exogenous variables that affect the endogenous variable of Purchase Decision, there are still many other factors including service quality, product design and promotion variables.


INTRODUCTION
In increasing sales, a business actor needs to sell products to potential consumers in various ways to attract these consumers. However, an interesting way of doing promotions or marketing does not always go hand in hand with consumer buying interest. There are several factors that can relate to the Purchase Decision. For this reason, this study discusses factors related to purchasing decisions, namely product quality, price and place.
Based on the background of the problem above, the researcher determines the formulation of the problem as follows: 1. Is Product Quality related to Purchase Decision ? 2. Is Price related to Purchase Decision ? 3. Is Place related to Purchase Decision ?

Place
Place is every activity carried out by the company to make its products easy to obtain and available to target consumers. Distribution has an important role in helping companies to ensure their products. This is because the purpose of distribution is to provide goods and services that consumers need and want at the right time and place (Heizer, 2012). Place is a place where the company operates or where the company carries out activities to produce goods and services that are concerned with the economic aspect (Fandy, T., 2014). Place is choosing the right business location which will determine the success and failure of business in the future (Buchari, A., 2013). Place indicators are: Access, visibility, traffic, parking space, expansion, environment, competition and government regulation (Fandy, T., 2014).

RESEARCH METHODS
The method of writing scientific articles is by using qualitative methods and literature review (Library Research). Assessing theory and the relationship or influence between variables from books and journals both offline in the library and online sourced from Mendeley, Google Scholar and other online media.
In qualitative research, literature review must be used consistently with methodological assumptions. This means that it must be used inductively so that it does not direct the questions posed by the researcher. One of the main reasons for conducting qualitative research is that the research is exploratory, (Ali & Limakrisna, 2013). At the next stage, it will be discussed in depth in the section entitled "Related literature" or "library review" (Review literature), as the basis for formulating hypotheses and in the final stage these two literatures become the basis for comparison with the results and indings revealed in research (Ali, H., & Limakrisna, 2013).

DISCUSSION
Based on theoretical studies and relevant previous research tables, the following is the discussion:

Relationship of Product Quality on Purchase Decisions
Product quality shows the relationship between the product owned and its inherent qualities, such as product durability, durability, ease of use, product strength and product age. There are still many consumers who in buying a product consider the quality of the product more than the design or appearance of the product. With the quality of the product, it will have a long period of use, good resistance and easy maintenance of the product.

Relationship of Price on Purchase Decisions
Price is related to Purchase Decision, where a low price will be more attractive to consumers in making purchasing decisions. And there are consumers who do not mind the price of a product. They will still choose products with high prices because it will increase their pride and increase their prestige.

Relationship of Place on Purchase Decisions
Place is related to Purchase Decision, where place becomes a medium in offering and displaying products to be offered to potential consumers. Places that are easy to reach, easy to see and easy to find will be one of the choices consumers can make in determining purchasing decisions. But on the one hand, for certain products such as food vendors, even though the place owned is difficult to reach, and the condition of the place is not convincing if having delicious food products will still be the choice of consumers to determine purchasing decisions.

Conceptual Framework
Based on the problem formulation, theoretical studies, previous research and discussion of the influence between variables, the conceptual framework is obtained as follows:

CONCLUSION AND RECOMMENDATION Conclusion
Based on the problem formulation, theoretical study and discussion above, the researcher can conclude the hypothesis for further research, namely: 1. Product Quality is related on Purchase Decisions. 2. Price is related on Purchase Decisions. 3. Place is related on Purchase Decisions.