KUALITAS LAYANAN, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UKM DI KERIPIK PISANG DI BANDAR LAMPUNG

Abstract

This research is motivated by the increasingly competitive business competitors that have emerged, which has led to competition between producers of banana chips in Bandar Lampung. The purpose of this study is to determine the effect of service quality, product quality, and purchasing decisions.This research was conducted on consumers of Banana PU Gang Bandar Lampung product with 116 respondents as sample members, the sampling technique used accidental sampling method and research instrument in the form of a questionnaire with 1-5 Likert scale. The analytical method used is multiple linear regression analysis with data that has met the validity test, reliability test, and classical assumption test.