PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN BEKAS (Studi Pada Konsumen Di Instagram Anything2Second_)

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ABSTRAK

Peineiliitiian iinii beirtujuan untuk meingeitahuii dan meinganaliisiis apakah variiabeil kualiitas peilayanan dan harga beirpeingaruh seicara parsiial maupun siimultan teirhadap keiputusan peimbeiliian pakaiian beikas dii Iinstagram Anythiing2seicond_. Jeiniis peineiliitiian yang diigunakan adalah kuantiitatiif. Teikniik peingumpulan data yang diigunakan adalah kueisiioneir. Populasii dalam peineiliitiian iinii yaiitu followeirs Iinstagram anythiing2seicond_. Hasiil peineiliitiian iinii meinunjukan bahwa variiabeil kualiitas peilayanan (X1) beirpeingaruh teirhadap keiputusan peimbeiliian (Y) pakaiian beikas pada konsumen Iinstagram Anythiing2seicond_. Variiabeil harga (X2) beirpeingaruh teirhadap keiputusan peimbeiliian pakaiian beikas pada konsumen Iinstagram Anythiing2seicond_. Hasiil ujii F meinunjukkan teirdapat peingaruh antara variiabeil iindeipeindeint (kualiitas peilayanan dan harga) seicara siimultan teirhadap variiabeil deipeindeint (keiputusan peimbeiliian), maka Ha diiteiriima dan Ho diitolak. Hasiil ujii koeifiisiiein deiteirmiinasii meinunjukkan bahwa niilaii R squarei seibeisar 0,688, yang beirartii seiluruh variiabeil beibas yaiitu kualiitas peilayanan (X1) dan harga (X2) meimiiliikii kontriibusii seicara beirsama seibeisar 68,8% teirhadap variiabeil keiputusan peimbeiliian (Y). Seidangkan siisa niilaii seibeisar 31,2% diipeingaruhii oleih variiabeil laiin yang tiidak teirmasuk dalam peineiliitiian iinii.

Kata kuncii: Kualiitas Peilayanan, Harga, Keiputusan Peimbeiliian

ABSTRACT

This study aims to find out and analyze whether variations in service quality and price influence, partially or simultaneously, the decision to buy used clothing on Iinstagram Anythiing2seicond_. The type of measurement used is quantitative. The data collection technique used was a questionnaire. The population in this area is Iinstagram followers anythiing2seicond_. The results of this research indicate that service quality variations (X1) have an influence on the purchase decision (Y) of used clothing among Instagram Anythiing2seicond_ consumers. The price variation (X2) has an influence on the decision to purchase used clothing from Instagram Anythiing2seicond_ consumers. The results of the F test indicate that there is an influence between the independent variables (quality of service and price) simultaneously on the deipeindeint variables (choice decision), so Ha is accepted and Ho is rejected. Hasiil Test Koeifiisiiein DeiteiriMininii shows that Niilaii R Squarei SEIBEIKEH 0,688, which is all of the variability of the Beibas that is the qualification of services (X1) and the price (X2) meimiiiii the contacts of the Speaki Semisiri 68.8% Meanwhile, the remaining value of 31.2% is influenced by other variables that are not included in this definition.

Keywords: Service Quality, Price, Customer Decision