PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BUAH LOKAL DI UD.BAROKAH LAMONGAN
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Institusion
Universitas Muhammadiyah Malang
Author
Noufal, Mohammad
Subject
HB Economic Theory
Datestamp
2022-12-26 05:41:20
Abstract :
This study analyzes the effect of service quality and price on local fruit purchasing decisions at UD.Barokah. The study used questionnaire data from a sample of 100 respondents with purposive sampling technique. This research is a quantitative descriptive study with a survey method. The test instruments used include validity and reliability tests. The data analysis method used is a scale range and multiple linear regression analysis and hypothesis testing. The results of the calculation of service quality in general are categorized as very good, the price is in the appropriate category and the purchase decision is quite high. The results of hypothesis testing show: 1) Service quality has a positive and significant effect on purchasing decisions. This is due to the high quality of services provided by UD. Barokah so that it can attract enough consumers to buy its products; 2) Price has a positive and significant effect on purchasing decisions. This is due to the price set by UD. Barokah in accordance with the quality of the product and the ability of consumers so that it can attract enough consumers to buy fruit at UD. Barokah; 3) Service quality and price simultaneously affect purchasing decisions because the quality of service at the right price can attract quite a lot of consumers to decide to buy the fruit offered by UD. Barokah.
This study analyzes the effect of service quality and price on local fruit purchasing decisions at UD.Barokah. The study used questionnaire data from a sample of 100 respondents with purposive sampling technique. This research is a quantitative descriptive study with a survey method. The test instruments used include validity and reliability tests. The data analysis method used is a scale range and multiple linear regression analysis and hypothesis testing. The results of the calculation of service quality in general are categorized as very good, the price is in the appropriate category and the purchase decision is quite high. The results of hypothesis testing show: 1) Service quality has a positive and significant effect on purchasing decisions. This is due to the high quality of services provided by UD. Barokah so that it can attract enough consumers to buy its products; 2) Price has a positive and significant effect on purchasing decisions. This is due to the price set by UD. Barokah in accordance with the quality of the product and the ability of consumers so that it can attract enough consumers to buy fruit at UD. Barokah; 3) Service quality and price simultaneously affect purchasing decisions because the quality of service at the right price can attract quite a lot of consumers to decide to buy the fruit offered by UD. Barokah.
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