PENGARUH KUALITAS PELAYANAN, HARGA, DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN PADA JASA TRANSPORTASI PT.PELNI SURABAYA

Abstract

This research aimed to find out the effect of service quality, price, and facilities on buying decision of transportation service, PT. PELNI Surabaya. While, thepopulation was consumer of transportation service, PT. PELNI Surabaya. Moreover, the data collection techniques used non-probability sampling. Furthermore, there were 100 respondents as sample. Additionaly, the data analysis technique used multiple linier regression with SPSS ( Statistical Package for Social Science) 20. The research result concluded service quality had positive and significant effect on consumer’ buying decision of transportation service, PT. PELNI Surabaya. This result supported Taqjuddin’ research (2018). Likewise, price had positive and significant effect on consumers’ buying decision of transportation service, PT. PELNI Surabaya. This result supported Camelia’s research (2017). Similarly, facilities had positive and significant effect on consumer’ buying decision of transportation service, PT. PELNI Surabaya. This result supported Marantina et al’s research (2017). In brief, service quality, price, and facilities accumulatively had positive and significant effect on consumers’ buying decision of transportation service, PT. PELNI Surabaya.
Keywords: quality, price, facility, buying decision