PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is meant to find out the influence of price, quality, product, and service quality to the purchasingdecision. The population is all customers who have ever visited and conducted purchasing at The Body shopSurabaya Town Square Surabaya and the sample collection technique has been done by using accidentalsampling. The samples are 100 people. The analysis technique has been done by using multiple linear regressionsanalysis. The result of test shows that the variables i.e. price, quality, product, and service quality have influenceto the purchasing decision at The Body shop Town Square Surabaya. This condition shows that the models thathave been used in this research is feasible to estimate the customers purchasing decision at The Body shop TownSquare Surabaya. This result is supported by the acquisition of coefficient correlation is 82.0% which shows thatthe correlation among these variables to the purchasing decision is firm. The result of the test shows thatpartially the variables i.e. price, quality, product, and service quality have positive and significant influence tothe purchasing decision at The Bodyshop Town Square Surabaya and service quality is the variable which hasdominant influence to the purchasing decision.

Keywords: price, product quality ,  service quality and purchasing decision.