PENGARUH KUALITAS PELAYANAN, HARGA, LOKASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN MENONTON

Abstract

The research aimed to examine and analyze the effect of service quality, price, location and product quality on watching decision at Cinema XXI Tunjungan Plaza 3 Surabaya. The population were audiences at Cinema XXI Tunjungan Plaza 3 Surabaya. The sampling collection technique used accidental sampling and the instrument was questionnaire with 98 respondents as sample. The testing result showed that service quality, location and product quality had positive and significant effect on watching decision at Cinema XXI Tunjungan Plaza 3 Surabaya. While the price had a positive effect but not significant imoact on watching decision at Cinema XXI Tunjungan Plaza 3 Surabaya. Furthermore, this research concluded that watching decision at Cinema XXI Tunjungan Plaza 3 Surabaya was not influenced by price. In the words, customers would pay the ticket in any prices of which they expected for having good service, good product and high quality product. Further suggestions for the management of Cinema XXI Tunjungan Plaza a3 Surabaya were to improve service quality, to give affordable price, to offer location safety, and to produce good quality product in order to increase customers watching decision.
Keywords: service quality, price, location, product quality, watch decision.