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

Abstract

Competition among herbal enforce industry makes price, product quality and service quality in accordance with
customers expectation. As consequence, it affects customers buying decision of herbal medicine at CV Zafran
Aryanto Herbal Surabaya. While, the population was infinite. The research was descriptive-quantitave.
Moreover, the data collection technique used Non-probability sampling with questionaires as the instrument.
The questionaires were distributed directly to 100 respondents. Furthermore, the data analysis technique used
multiple linear regression with validity and reliability test as instrument testing. The research result concluded
price had insignificant effect on buying decision. On the other hand, product quality had positive and significant
effect on buying decision. Likewise, service quality had positive and significant effect on buying decision. In brief,
rhe management of CV ZafranAryanto had to be more aware of price determination, product quality and service
quality since they could affect buying decision.
Keywords: price, product quality, service quality, buying decision