PENGARUH KUALITAS PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to analyze and find out the effect of product qucality on buying decision of Boyes product, price on buying decision of Boyes product , and service quality on buying decision of Boyes product. The research was consumers who buy some Byones product. The research was causal-comparative, which focused on cause and effect between two variables or more. Moreover, the data were primary. Furthemore, the data collection technique used accidental sampling. In line with, there were 100 respondents as sample. Additionally, the instrument was questionnaires. The wuestionares were given directly to consumers of Byones products. In addition, the data analysis technique used multiple liniear regression with SPSS (Statistic Product and Service Solution) 23. The research result concluded product quality had positive and significant effect on buying decision of Boyes product. Likewise, price had positive and significant effect on buying decision of Boyes product. Similar to product quality had positive and significant effect on buying decision of Boyes product.
Keywords: product quality, price, promotion, service quality, buying decision.