PENGARUH KUALITAS INFORMASI, KUALITAS PELAYANAN, KEMUDAHAN PENGGUNAAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

Mohammad  Syaiful  Bahri; Imam  Hidayat

Mohammad Syaiful Bahri
Imam Hidayat

Keywords: quality of information, service quality, easiness of use, price, purchase decision

Abstract

This research aims to examine the influence of information quality, service quality, easiness of use, price to the purchase decision of students at School of Economics Indonesia (STIESIA) Surabaya.
The population in this research are students who have made purchases on the site olx.co.id located within the STIESIA Surabaya campus environment. Sampling technique using purposive sampling with the number of samples as much as 100 respondents. The analysis method used is multiple linear regression analysis using SPSS 21.0 (Statistical Product and Service Solutions) application tool.
The results showed that the quality of information has a significant and positive influence on purchasing decisions with regression coefficient of 0.200 and significance level 0.009. Variable Service quality has a significant and positive influence on purchasing decisions with regression coefficient of 0.206 and a significance level of 0.032. Variable Ease of Use has a significant and positive influence on purchasing decisions with regression coefficient of 0.155 and a significance level of 0.033, While Price variables have a significant and positive influence on purchasing decisions with a regression coefficient of 0.606 and a significance level of 0.000. Simultaneously, the independent variable has a significant influence on the dependent variable with a significance level of 0.000.
Keywords: quality of information, service quality, easiness of use, price, purchase decision.