PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research was aimed to find out the effect of product quality, service quality and price to the purchasing decision on the purchasing decision at Dapur Cokelat Cake Store in Surabaya. This research used quantitative disclosure. One of the strateges was distributed questionnaire as the primary data with the amount of research population of 100 respondents, especially customers who have ever purchased the product at Dapur Cokelat Cake Store in Surabaya. The data analysis technique used multiple liner regressions analysis with instrument of software IBM Statistics 23. The result of this research showed that the variable of product quality, service quality and price gave positive and significant effect on the purchasing decision. This result indicated that the r predictor of the purchasing decision. The level of coefficient correlation was 62.4% showed that the close correlation between those variables to the purchasing decision at Dapur Cokelat Cake Store in Surabaya.

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