PENGARUH KUALITAS PELAYANAN, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PENGGUNAAN JASA PT. POS INDONESIA SURABAYA

Abstract

This research aimed to find out the effect of service quality, price, and location on the decision of use services of PT. Pos Indonesia (Persero) Kebon Rojo, Surabaya. While, the population was consumers of PT. Pos Indonesia (Persero) which located at Jl. Kebon Rojo No. 10, Krembangan, Surabaya – East Java. Moreover, the data collection technique used incidental sampling with 98 respondents as sample. Futhermore, the data was primarywith questionnaire as the instrument. In addition, the data analysis technique used multiple linier regression. The research result concluded service quality, price, and location had positive and significant effect on the decision of use services PT. Pos Indonesia (Persero) Kebon Rojo, Surabaya. Besides price had both positive and negative effect on the decision of use services of PT. Pos Indonesia (Persero) Kebon Rojo, Surabaya. This happened as prices had negative statement also. In brief, the better the service quality, the higher price would be given. As consequence, due to the strategic location selection, there were an increase number of consumers decision of use services of PT. Pos Indonesia (Persero) Kebon Rojo, Surabaya.
Keywords: service qality, price, location, decision