PENGARUH HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI WARUNG MIE ACEH JAMBOE RAYA BANDAR LAMPUNG

Abstract

Purchasing decision is a problem-solving process which consists of analyzing or identifying needs and wants, searching for information, assessing sources, selecting alternative purchases and behavior after purchase. Purchasing decisions can be influenced by price, product quality, and service quality. This research was conducted aiming to show the effect of price, product quality, and service quality on purchasing decisions. The method used in this research is a quantitative method. The technique used in sampling using a simple side random technique. The data collection stage used quantitative analysis using statistical analysis, namely data instrument tests (validity and reliability tests), classic assumption tests (normality test, multicollinearity test), t test, and F test. The population in this study was 4077 respondents and the sample used as many as 92 respondents. The results showed that (1) based on the results of the t test the price had a significant effect of 1.778 and a significant value of 0.003 on purchasing decisions at the Aceh Jamboe Raya noodle shop in Bandar Lampung, (2) product quality had a significant effect of 0.04 on purchasing decisions at the Aceh Jamboe Raya noodle shop bandar lampung, (3) service quality has a significant and significant effect of 0.002 on purchasing decisions at the aceh jamboe raya noodle stalls bandar lampung (4) price, product quality, and service quality have a simultaneous influence on purchasing decisions with a percentage of 45.4%.

Keywords : Price, Product Quality, Service Quality, Purchasing Decisions