PENGARUH ATRIBUT PRODUK, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO PERLENGKAPAN ABRI SANTY SEMBADA 10 SURABAYA

Abstract

This research aimed to examine and analyce the effect of product atribute, product quality, and service quality on the purchasing decisions of ABRI equipment store Santy Sembada 10 Surabaya. Moreover, the population was customers who had purchased the product of ABRI equipment at the store of Santy Sembada 10 Surabaya. Lemeshow formula was taken. In line with that, there were 100 respondents as the sample. Moreover, the data collection technique uced purpasive sampling. Furthermore, the instrument in the data collection technique used questionnaire. The data analysis technique used multiple linear regression.The result of the hypothesis test (t-test) showad that product atribute, product quality, and service quality had a significantly positive effet on purchasing decizions. In other word, the three independet variables, namely product atribute, product quality and zervice quality became the main factors of the customers consideration in the purchasing decisions at ABRI equipment store Santy Sembada 10 Surabaya.