Harga, Kualitas Produk, dan Kualitas Pelayanan Berpengaruh pada Keputusan Pembelian Madu An Najiib

Abstract

The influence of globalization in the business world has created intense and competitive competition between companies. The company's ability to meet customer needs is very important in competition. Entrepreneurs are required to be creative and innovate in developing their business, in order to survive in increasingly fierce competition, companies must have strategies that can understand consumers, so as to be able to meet consumer demands. This study aims to determine the effect of price, product quality, and service quality on purchasing decisions on An Najiib honey in Magetan. This study uses quantitative research. Sampling was carried out using a non-probability sampling technique with a purposive sampling type, namely a sampling technique with certain considerations taken as a sample of 100 respondents. The data analysis technique used is multiple linear regression, as well as hypothesis testing. The results showed that: (1) Price has a positive effect on purchasing decisions as evidenced by the results of the hypothesis analysis which states tcount > ttable (2.879 > 1.985) and sig. 0.005<0.05. (2) Product quality has a positive effect on purchasing decisions as evidenced by the results of the hypothesis which states tcount > ttable (2.584 > 1.985) and sig. 0.011<0.05. (3) Service Quality has a positive effect on Purchasing Decisions as evidenced by the results of the hypothesis which states tcount > ttable (3.562 > 1.985) and sig. 0.01<0.05. (4) Price, Product Quality, and Service Quality simultaneously influence Purchasing Decisions, as evidenced by the results of the hypothesis that Fcount > Ftable (70.134 > 2.70) and sig. 0.000 < 0.05. Keywords: price, product quality, service quality, purchase decision