Pengaruh Kualitas Produk, Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian/Jasa Pembuatan Karoseri di PT. SKA Karoseri Indonesia.

Abstract

The aim of this research is to prove the effect of product quality, price and service quality on purchasing decisions. The population of this study were all consumers of car body products at PT. SKA Karoseri Indonesia Boyolali branch. Sampling using Non Probability Sampling technique and the method used is accidental sampling, with a sample size of 50 consumers and pre consumers who visited PT. SKA Karoseri Indonesia Boyolali branch. The analysis technique consists of validity test, reliability test, normality test, multicollinearity test, autocorrelation test, heteroscedasticity test, multiple linear analysis, t statistical test, F statistical test, and determination test. Hypothesis testing results in the findings that product quality and price have a positive and insignificant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Product quality, price, and service quality have an effect of 65.0% on purchasing decisions.