TA DIGITAL
Analisis Pengaruh Kualitas Produk Dan palayanan Terhadap Keputusan Pembelian Pada Matahari Simpang Lima Semarang
The product and service quality are factors that influence customers’ purchasing decisions. This study aimed to find out the quality of products and services at Matahari Simpang Lima, Semarang and to determine the effect of products and services quality to consumers’ purchasing decision. Multiple linear regression analysis was the method used in this study. The method of collected the data were observation, interviews and questionnaires. Questionnaires were distributed to 100 respondents. The results of hypothesis testing were known that there were significantly positive and correlation between the quality of the product (X1) and services (X2) on purchase decisions (Y) either partially or simultaneously were significant and it was found that the influence of quality products to the purchasing decision was greater than the quality of the service. Based the test result, the coefficient of determination was for 0.223, meaning that the purchase decision variables could be explained by the variable quality of products and services accounting for 22.3%, while the remaining of 77.7% was explained by other variables
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