PENGARUH KUALITAS LAYANAN, HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN JASA DI J&T SURABAYA

Abstract

Service quality, price and word of mouth are the levels of excellence expected by users. If service, price and word of mouth are accepted as expected, then it can be said to be good and satisfying. Therefore, this research aimed to find out the influence of quality service, price and word of mouth to the purchasing decision of goods delivery service at J&T Surabaya. Population of this research were all customers that visit and purchase at J&T Surabaya. The sampling technique was non probability sampling while sample determination used accidental sampling with 100 respondents. While the analysis technique used multiple liniear regression analysis with SPSS application version 23.0.The result showed that service quality had positive and significant influence to the purchasing decisions. The better quality service lead for faster service; then the users decided to purchase. Price had positive and significant influence to the purchasing decisions because more affordable and appropriate quality benefits made faster the service users to decide to buy. Word of mouth had positive and significant influence to the purchasing decisions and had dominant influence since more positive information through the word of mouth was accepted by the service users and used in marketing activities. These were lead for the users’ purchasing decisions.
Keywords: quality service, price, word of mouth, purchasing decisions