PENGARUH HARGA, KUALITAS PRODUK, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aims to determine the influence of price, product quality, and quality of service to the decision of purchasing Piaggio Vespa motorcycle in Surabaya, located at Jalan Embong Malang No.1 Surabaya with samples as many as 100 responders. This type of research is a type of quantitative research that is causality. The sampling technique used in this research is non probability sampling. In this way all elements of the population may not necessarily have the same opportunity to be elected as a sample member. The analysis method used is multiple linear regression analysis with using SPSS application tools (Statistical Product and Service Solutions) version 22. The results showed that the price has a significant positive influence on purchasing decisions with a significance level of 0.002. While the quality of the product has an insignificant influenced on purchasing decisions with the level of 0.291, and the quality of service has no significant influence with a significance level of 0.091. Simultaneously variable price, product quality, and service quality significantly influence purchasing decision with significance level 0,00.
Keywords: price, product quality, service quality, and purchase decisions