PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KURMA

Abstract

Consumers, in determining purchasing decisions at PT Usaha Utama Bersaudara (Lawang Agung)
Surabayatotally consider many factors, i.e.: product quality, service quality and price of a product to be
purchased. This researchis meant to find out theinfluence of product quality, service quality, and price to the
purchasing decisions of dates atPT Usaha Utama Bersaudara (Lawang Agung) Surabaya. The population isall
regular customersofPT Usaha Utama Bersaudara (Lawang Agung) Surabayaand 100 respondents have been
selected by issuing questionnaires at PT Usaha Utama Bersaudara (Lawang Agung) Surabaya. The data
analysis has been carried out by using SPSS 20th version. The samplecollection technique has been done by
using non probability sampling. The analysis technique has been done by using validity test and reliability test,
multiple linear regression analysis, classic assumption test, model feasibility test and hypothesis test.Based on
the result of this research, it indicates that the hypothesis has been done by using three independent variables i.e.
product quality, service quality, and price which have been studied and have been proved positively and give
significant influenceto the dependent variable i.e. purchasing decision.

Keywords: quality of products, quality waiter, price, purchase decision.