Pengaruh Harga, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada PT. Probesco Disatama Medan

  • Idcha Bey Hutabarat Universitas Prima Indonesia
  • Nurmaidah Ginting Universitas Prima Indonesia
  • Erlita Julianti Sinaga Universitas Prima Indonesia
  • Florentina Putri Indah Garamba Universitas Prima Indonesia

Abstract

This research has the purpose of knowing the influence of Price, Product Quality, and Service Quality on Customer Purchase Decisions partially and simultaneously at PT Probesco Disatama, The research population is all customers of PT Probesco Disatama conducted with accidental sampling sample techniques obtained by 100 people. Adjusted RSquare value is 0.825 which is a research-free variable in the form of Price, Product Quality and Quality of service contributes greatly in explaining the customer decision of PT Probesco Disatama by 82.50%, and the difference is influenced by other factors outside the research. The study concludes that Price has a significant effect on customer decisions, product quality has a significant effect and is the dominant variable influencing customer decisions, service quality has a significant effect on customer decisions as well as simultaneous price, product quality and service quality significantly affect customer decisions PT. Probesco Disatama.

Keywords: Price, Product Quality, Quality of the Service and Customer’s Decision.

References

Abdullah Thamrin, Francis Tantri. (2015). Manajemen Pemasaran Edisi 1 Cetakan 4, Jakarta : Rajawali Pers
Afifi, John. (2014). Inovasi-inovasi Kreatif Manajemen Kelas dan Pengajaran Efektif. Jogjakarta : Diva Press.
Ali hasan (2014). Marketing dan kasus-kasus pilihan. Buku I, cetakan kedua. Penerbit CAPS, Yogyakarta.
Ali Hasan, 2016. Marketing dan Kasus-kasus Pilihan. CAPS. Yogyakarta
Anwar Sanusi, 2011, Metode Penelitian Bisnis, Salemba Empat, Jakarta.
Assauri, Sofjan. 2011. Strategic Management, Sustanible Competitive Advantage. Indonesia, Jakarta.
Danang Sunyoto. (2014). Konsep Dasar Riset Pemasaran dan Perilaku Konsumen. Yogyakarta : CAPS
Ghozali . (2016). Aplikasi Analisis Multivarieta Dengan Program IBM SPSS. Semarang : Badan Penerbit Universitas Diponegoro.
Malau, Harman, (2017). Manajemen Pemasaran Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modelnisasi Global. Bandung : CV. Alfabeta
Mukhtar, (2013). Metode Penelitian Deskriptif Kualitatif. Jakarta : GP Press Group.
Santoso, Slamet (2014). Statistika Ekonomi Plus Aplikasi SPSS, Ponorogo : Umpo Press.
Sugyono (2015), Metode Penelitian Kombinasi (Mix Methods). Bandung : Alfabeta.
Sungadji dan Sopiah, (2013), perilaku konsumen, Cetakan Pertama, Yogyakarta : CV. Andi Offset.
Sunyoto, Danang. (2013). Dasar-dasar Manajemen Pemasaran (Konsep, Strategi dan Kasus).Cetakan Ke-1. Yogyakarta : CAPS (Center For Academic Publishing Service).
Tjiptono & Chandra, G. (2012). Pemasaran Strategic. Edisi Kedua. Yogyakarta : AND
Published
2022-06-29
Abstract viewed = 36 times
PDF downloaded = 50 times