PENGARUH IKLAN, HARGA, KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP PEMBELIAN MODEM SMARTFREN

Abstract

To win the competition, every company must be able to provide satisfaction for its customers. Consumers must be
satisfied, because if consumers are not satisfied, then the consumer will turn to a competitor, it will cause a decline
in sales and ultimately lowers profits. This study aims to determine the effect of advertising, pricing, product
quality, and quality of service for a purchase decision. The study population was a buyer modem Smartfren M2Y in
Surabaya. while the number of samples used were 50 buyers M2Y Smartfren modem. Data obtained by
distributing questionnaires. Data were analyzed using multiple linear regression analysis, the coefficient of
determination, goodness of fit test, and t test. The test results show that advertising significantly influence
purchasing decisions, this is evidenced by the t test showed a 0.010 significance value less than 0.05. Price
significant influence on purchasing decisions, this is evidenced by the t test showed 0.000 significance value less
than 0.05. The quality of products significantly influence purchasing decisions, this is evidenced by the t test
showed 0.017 significance value less than 0.05. Quality of service is a significant influence on purchasing decisions,
this is evidenced by the t test showed 0.001 significance value less than 0.05.
Keywords: advertising, prices, product quality, service quality, purchasing decisions