PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to find out the effect of service quality, product quality, and price on consumers’ buying decisions at Planet Ban, Simo Gunung, Surabaya. While the population was consumer of Planet Ban, Simo Gunung, Surabaya. The research was quantitive research. Moreover, the data collection technique used simple random sampling, in which the sample was taken randomly without considering strata within the population. Furthemore, the instrument in data collection technique used questionnaires. In line with that, there were 100 respondents as the sample. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 20. The Research result concluded that service quality had a positive and significant effect on comsumers’ buying decisions at Planet Ban, Simo Gunung, Surabaya. Likewise, product quality had a positive and significant effect on consumers’ buying decisions at Planet Ban, Simo Gunung, Surabaya. Similarly, price had a positive and significant effect on consumers’ buying decisions at Planet Ban, Simo Gunung, Surabaya.
Keywords: service quality, product quality, price, buying decisions.