PENGARUH HARGA, PELAYANAN, DAN PRODUK TERHADAP PEMBELIAN MIE AYAM DAN BAKSO ARTISAH SURABAYA

Abstract

This research examines the effect of price, service quality, and product quality on the customers’ purchasing decisions of Mie Ayam and Bakso Artisah in Surabaya. The research applies quantitatively with descriptive and inferential methods. The data were primary. Furthermore, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed with a Likert scale to 100 respondents. The respondents were permanent customers of Mie Ayam and Bakso Artisah. Moreover, the data analysis technique used multiple linear regression, classical assumption tests (normality test, multicollinearity, and heteroscedasticity), feasibility tests model (F-test and determination coefficient test), and hypothesis test (t-test) to ensure the validity of the research model. The result of classical assumption tests, including normality, multicollinearity, and heteroscedasticity, indicates that all variables meet the specified requirements. Additionally, the regression model of feasible tests, which were the F-test and determination coefficient test, was properly to be used properly. In addition, the hypothesis test (t-test) concludes that price, service quality, and product quality have a significant effect on the purchasing decision.