Pengaruh Kualitas Produk, Kualitas Layanan, dan Harga terhadap Keputusan Pembelian pada Toko Sumber Rezeki di Desa Kedungkembar
DOI:
https://doi.org/10.47134/innovative.v2i2.31Keywords:
kualitas produk, kualitas layanan, harga, keputusan pembelianAbstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Kualitas Produk, Kualitas Layanan, dan Harga Terhadap Keputusan Pembelian Studi Pada Toko Sumber Rezeki. Penelitian ini merupakan penelitian deskriptif dengan menggunakan metode kuantitatif. Populasi yang digunakan dalam penelitian seluruh konsumen yang pernah membeli produk di Toko Sumber Rezeki. Teknik pengumpulan data menggunakan kuesioner dengan jumlah 96 responden. Teknik pengambilan sampel menggunakan non probability sampling dengan metode Accidental sampling. Teknik analisis data yang digunakan pada penelitian ini adalah regresi linear berganda dengan menggunakan program SPSS versi 22. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh terhadap keputusan pembelian, kualitas layanan berpengaruh terhadap keputusan pembelian, dan harga berpengaruh terhadap keputusan pembelian pada Toko Sumber Rezeki di Desa Kedungkembar.
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