PENGARUH HARGA, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN PADA TOKO PAKAIAN JASSY (ITC SURABAYA)

Abstract

Since the fashion world develops, following a higher society's need for clothes, more people are selective and aware of their choice in something that they wear. This research aimed to find out the effect of price, service quality, and product quality on purchasing decisions. The research was quantitative. Moreover, the population was customers of the Jassy store that was located in ITC Mall Surabaya. The data were primary. Furthermore, the data collection technique used simple random sampling. The instrument used questionnaires, which were distributed to 100 respondents as the sample. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The research result concluded that price had a significant positive effect on purchasing decisions at Jassy’s store. Likewise, service quality had a significant positive effect on purchasing decisions at Jassy’s store. Similarly, product quality had a significant positive effect on purchasing decisions at Jassy’s store.